Development of Electronic Cigarette Cessation Messages Using Electroencephalography (EEG) Biomarkers
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Abstract
This study aimed to develop persuasive messages promoting e-cigarette cessation and to evaluate the neurocognitive responses using electroencephalography (EEG). The research was conducted in two phases: (1) message collection and classification, and (2) EEG-based evaluation of message effectiveness. Fourteen regular e-cigarette users aged 18–44 participated in the EEG experiment. The analysis revealed that highly persuasive messages elicited higher levels of four EEG-based indicators—Top-down attention, Short-term memory, Cognitive load, and Well-being—than less persuasive messages. Notably, messages in the high group significantly increased positive affect, as reflected in the Alpha Asymmetry index (p = .04). The findings suggest that messages aligned with recipients’ life goals or intrinsic values may elicit more favorable neurocognitive responses than fear-based messages. Although most results did not reach statistical significance, consistent trends indicate the potential of using EEG as a tool for designing and evaluating health communication. This study contributes preliminary evidence for integrating neuroscience into the development of effective public health campaigns to support e-cigarette cessation. media literacy, with the final model accounting for 49.00% of the variance.
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References
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