The Influence of Billboard-Based Tobacco Prevention Posters on Memorization, Attitudes, and Craving: Immersive Virtual Reality Study (Preprint)

• DOI: 10.2196/preprints.49344
• Publication Date: 2024-06-05T07:12:42Z
• Authors: Solenne Bonneterre; Oulmann Zerhouni; Marilisa Boffo
• Keywords: Memorization; Preprint

<sec> <title>BACKGROUND</title> Health prevention campaigns often face challenges in reaching their target audience and achieving the desired impact on health behaviors. These campaigns, particularly those aimed at reducing tobacco use, require rigorous evaluation methods to assess effectiveness. </sec> <title>OBJECTIVE</title> This study aims use immersive virtual reality (iVR) systematically evaluate recall, attitudinal, craving responses antitobacco messages when presented a realistic environment, thereby exploring potential of iVR as novel tool improve effectiveness public campaigns. <title>METHODS</title> A total 121 undergraduate students (mean age 19.6, SD 3.7 years), mostly female (n=99, 82.5%), were invited take guided walk where they randomly exposed different ratio general advertising posters (80/20 or 20/80) depending experimental condition. Participants’ gaze was tracked throughout procedure, outcomes assessed after exposure. <title>RESULTS</title> Incidental exposure did not significantly alter attitudes toward tobacco. Memorization unexpectedly better condition more frequent (β=–6.15; &lt;i&gt;P&lt;/i&gt;&amp;lt;.001), high contrast between poster types led memorization less type. Despite nonsignificant trend, directing attention slightly improved (β=.02; &lt;i&gt;P&lt;/i&gt;=.07). In addition, duration relative advertisements negatively affected (β=–2.30; &lt;i&gt;P&lt;/i&gt;=.01). <title>CONCLUSIONS</title> Although this find significant changes using iVR, technology does show promise an tool. To fully strategies, future research should examine content, longer durations, contexts. <title>CLINICALTRIAL</title> Open Science Framework E3YK7; https://osf.io/e3yk7