How Do Vape Advertising Campaigns Affect Consumers’ Vaping Tendency? A Meta-Analytic Investigation
通过元分析43篇论文发现，电子烟广告在感知风险不突出时（如社交媒体、图片为主广告、青少年、非吸烟者）对使用倾向的正向影响更强，且广告会降低吸烟者戒烟意愿，与厂商声称相反。
The objective of this research is to help reconcile the mixed findings on the effect of vape advertising campaigns on consumers’ vaping tendency. In a meta-analysis of 43 papers (140 studies, with 77,452 observations; 33% women, 67% men; M age = 30.5 years), this research shows that in situations where perceived risk is less salient (e.g., social media vs. traditional advertising, ads using picture-dominant vs. text-dominant cues, adolescents vs. adults, nonsmokers vs. smokers), the positive effect of vape advertising campaigns on consumers’ vaping tendency is stronger. In addition, this research provides evidence that vape advertising campaigns reduce, rather than increase, smokers’ tendency to quit smoking, which is contradictory to the claims made by vaping product manufacturers. The authors discuss the theoretical contributions of those findings and provide specific tools that policy makers can use to combat the influence of vape advertising campaigns. Potential limitations and future research directions are also discussed.