The role of mood in shaping reactions to smoking cessation messages among adults who smoke: a multimodal investigation

Introduction: Mood-tailored communications may help increase the effectiveness of smoking cessation messaging interventions. We used both self-report and psychophysiological measures to test the impact of mood on responses to cessation messages in adults who smoke.

Methods: In a two-part (crowdsourcing and psychophysiological studies) study, the impact of 30 smoking cessation messages comprised of five themes (i.e., financial, health, quality-of-life, challenges in quitting, motivation to quit) were tested. In a crowdsourcing study, participants (N = 600) were randomly placed into one of three mood induction tasks (i.e., positive, negative, neutral), and then viewed the smoking cessation messages. After each message, they were asked to self-report their motivation to quit, message receptivity, and the perceived relevance of the messages. In an in-lab, psychophysiological study, participants (N = 42) completed the same tasks as the crowdsourcing participants but were monitored for heart rate, skin conductance, and eye-tracking while viewing the cessation messages. Using a multi-attribute decision-making model (MADM) using outcomes from both studies, messages were ranked for each mood state.

Results: The top messages for participants in the positive mood condition included the challenges in quitting, financial costs/rewards, and motivations to quit themes. The top messages for participants assigned to the negative mood condition included the challenges in quitting, quality-of-life, and financial costs/rewards themes. For participants in the neutral mood condition, messages in the challenges in quitting and quality of life themes performed best.

Conclusions: Variations in the preferences of messages and themes by mood condition suggest that mood-tailored communication may increase the effectiveness of smoking cessation messages.