The efficacy of different threat levels in anti-vaping public service announcements

We explore college students’ reactions to different threat levels in anti-vaping public service announcements (PSA). In extant research threat appeals have been used in advertisement for decades. We wanted to continue exploring this topic by considering the role threat appeals have on students who view anti-vaping ads. At the end of our paper, we offer areas for further threat level and other advertising research in vaping.