A New Approach to Smoking Cessation: Evaluation of a Video-Based Interactive Tailored Counseling Intervention

Theoretical Background and research questions/hypothesis:  Almost one of every five deaths in the United States can be linked to the harmful effects of smoking (CDC, 2011). Each year state health departments spend millions of dollars to help people stop smoking. In Florida, the state spends close to $65 million each year employing ways to help people (FDOH, 2010). This study investigates the potential benefit of an online tailored system for empowering people to stop smoking. Tailoring is powerful tool that assess risk factors which are used to create messages specific to each person’s individual needs. The Wahi (web-automated human interaction) is a form of tailoring accomplished completely through video. Viewers are addressed by actors in the video, asked assessment questions, and then presented with tailored  video feedback based on their answers. This interactive format coupled with tailored content has the potential to enhance users’ assessment of, elaboration & engagement with, and behavior intentions due to the information presented.  Past research on Wahi content has indicated user satisfaction, engagement, and intention to discuss content presented as related to sexually transmitted diseases. Using an experimental design comparing the Wahi to a static website, the following hypotheses and research question will be examined.  Individuals who view the Wahi video will find it more engaging (H1), elaborate on content more(H2), indicate more of an intention to quit (H3), indicate more of an intention to discuss the topic (H4), and indicate a higher preference for this method of content delivery (H4),  than those who view the static website. Also, what variables moderate these relationships (RQ)?

Methods:  Experimental stimulus material is a Wahi video focusing on smoking cessation and a static website that mirrors the video content. We will recruit 300 adults and randomly assign each to either the Wahi video or static website condition. After 20 minutes of exposure participants will answer a post-test questionnaire assessing their engagement  and  elaboration of the content, behavior intentions for quitting, evaluation of the video, potential moderator variables (need for cognition, sensation seeking, impulsive decision making), and demographic variables.

Results: Final preparations for the study are currently underway. Data will be collected in May  and June, with results available by July.

Conclusions: It is expected that the Wahi video will have an impact on the user experience such that they are more satisfied with the system and the content, they are more engaged in the content, and they express intentions to change their behavior more than partcipants who use the static comparison site.

Implications for research and/or practice: Implications of this research have the potential to impact health interventions with regard to smoking cessation as well as research in the areas of tailoring and smoking cessation interventions. For health interventions, this format could be a cost effective and successful method of helping people quit smoking or stay smoke free. Also, results from this research may greatly impact what we currently know about tailoring and how to further enhance this form of presentation