Unaided Recall Research Articles

Cigar-Specific Health Warnings: Attention, Recall, and Perceived Effectiveness Among Young Adult Users and Non-Users

Limited research has examined attention to these cigar-specific health warnings and their perceived effectiveness among young people. The objective of our study was to evaluate the attention to and perceptions of a set of cigar-specific health warnings among young adult tobacco users and non-users. Methods: Young adults ages 18–24 in Columbus, Ohio, were recruited into an eye-tracking experiment examining cigarillo packaging between May 2022 and February 2023. Participants (n = 124) were shown 12 unique, branded cigarillo packages featuring a rotation of four of the Food and Drug Administration’s mandated health warnings: (1) Cigar smoking can cause lung cancer and heart disease (“disease”); (2) tobacco smoke increases the risk of lung cancer and heart disease, even in nonsmokers (“nonsmokers”); (3) cigar smoking can cause cancers of the mouth and throat, even if you do not inhale (“inhale”); and (4) cigars are not a safe alternative to cigarettes (“alternative”). Software captured visual attention to each product package, including the health warning. Participants also ranked the most effective message to motivate people to quit; one week later, the participants (n = 118) self-reported unaided recall of the experiment. Results: Study participants were an average of 21.2 years old, 54.2% were female, 73.7% were White, 65.3% had some college education, and 26.3% reported tobacco use in the previous month. The health warning, “Cigar smoking can cause cancers of the mouth and throat, even if you do not inhale” was ranked the most effective cigar warning (41.5%) and drew the greatest proportion of visual attention (26.1%). More than half (52.5%) recalled details regarding the health warning messages one week following the experiment, with few recalling (17.7%) specific warning message themes. Conclusions: Understanding the best performing health warnings is a crucial strategy to share accurate information on the risks of tobacco use. Our findings suggest that the warning on cancer risk even without inhaling drew the greatest visual attention and highest rating of perceived effectiveness among this sample of young adult cigarillo users and non-users.

Recognition of online e-cigarette marketing and e-cigarette-related attitudes and behaviors among young adults.

Past research examining the relationship between exposure to online e-cigarette marketing and e-cigarette-related attitudes and behaviors has relied on unaided recall measures that may suffer from self-report bias. To date, few studies have presented participants with e-cigarette marketing stimuli and assessed recognition. This study examined the associations between recognition of online e-cigarette marketing stimuli and e-cigarette-related attitudes and behaviors among young adults in California. A non-probability representative sample of young adults (ages 18-24; N=1500) living in California completed an online survey assessing their recognition of online e-cigarette marketing stimuli, including image-based (i.e., Instagram, email) and audiovisual (i.e., YouTube, TikTok) promotions, and positive e-cigarette-related attitudes (e.g., appeal of e-cigarettes) and behaviors (e.g., e-cigarette use). Adjusted and weighted logistic regression analyses were used. 79.0% (n=1185) of young adults, including 78.1% (n=310/397) of participants under 21 years old, recognized online e-cigarette marketing. Participants who reported recognition of stimuli, compared with those who did not, had greater odds of reporting appeal of e-cigarettes (AOR=2.26, 95% CI=1.65-3.09) and e-cigarette purchase intentions (AOR=1.66, 95% CI=1.13-2.43) among all participants, and susceptibility to use e-cigarettes among never users (AOR=2.29, 95% CI=1.59-3.29). Young adults in California recognized audiovisual and image-based online e-cigarette marketing. Such recognition may lead to positive e-cigarette-related attitudes and behavioral intentions, especially among never users. Future research should examine the causal relationship between the associations found in this study. Findings may inform the development and evaluation of psychometrically valid measures of online e-cigarette marketing exposures. Recognition of online e-cigarette marketing stimuli was associated with greater odds of reporting appeal and benefits of e-cigarettes, purchase intentions, and lifetime e-cigarette use among all participants, and susceptibility to use e-cigarettes among never users. These findings may motivate the development and evaluation of psychometrically valid measures of online e-cigarette marketing exposures.

Synced ads: effects of mobile ad size and timing

IntroductionSynced ads differ from other forms of targeted advertising on mobile devices because they target concurrent media usage rather than location or predicted interest in the brand. For example, a TV-viewer’s smartphone could listen to the ads playing on the TV set and show matching social media ads. These social media ads could be timed to appear simultaneously with the TV ad, or shortly before or after.MethodsThis research reports a meta-analysis (N = 980) of four lab studies that used representative samples of consumers and realistic manipulations of synced ads. These studies contrasted with most previous studies of synced ads, which have used student samples and unrealistic manipulations or imagined scenarios, which means little is known about whether or why synced ads are effective in real life. These four studies manipulated the effects of synced-ad timing (simultaneous vs. sequential before or after) and the size of the mobile ad, to see if these moderate the effects of synced ads.ResultsThe results showed that synced ads were more effective, measured by unaided brand recall, when they were shown after the TV commercial, rather than simultaneously. Ad size had no moderating effect, which suggests that normal ads can be used, rather than the full-screen or pop-up ads used in previous studies. A final study, in which ad timing was user-controlled, rather than advertiser-controlled, showed that precise timing is not important for synced-ad effectiveness.DiscussionThese results suggest the effects of synced ads are best explained by repetition rather than synergy between the two exposures. There were no significant effects on brand attitude, ad liking, or purchase intention. These results have implications for theoretical models of synced-ad effectiveness, and for advertisers planning to use synced ads.

The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

PurposeThe impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.Design/methodology/approachThis study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.FindingsThis study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.Originality/valueThis is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

P127 Outcome Evaluation of the LSU AgCenter Social Marketing Program

<h3>Background</h3> Social marketing materials, including billboards and television and radio campaigns, are used by the LSU AgCenter SNAP-Ed program to encourage healthy eating behaviors and to supplement information provided in direct education lessons. An evaluation conducted in 2018 found campaign messages were previously found to be effective in encouraging healthful eating behaviors, but changes were since made to targeting and implementation. <h3>Objective</h3> This study aimed to assess exposure, unaided recall, and behavior change outcomes of a social marketing campaign on a SNAP-Ed eligible audience. <h3>Study Design, Setting, Participants</h3> A survey was distributed to n = 78 SNAP-Ed eligible adults through channels used for recruitment of SNAP-Ed participants. <h3>Measurable Outcome/Analysis</h3> The survey first assessed unaided recall of social marketing messages, then prompted participants with titles of campaign messages and assessed recall. Survey questions also asked about changes to attitudes and behaviors after exposure to campaign messages. <h3>Results</h3> Although few (n = 13, 17%) respondents recalled messages unaided, many remembered billboard (n = 55, 70%) and television (n = 35, 45%) messages. Only 5% (n = 6) of participants reported hearing a radio message. Many participants who specifically recalled messages about breakfast and fruits and vegetables said they changed their behavior in response to those messages (n = 12, 41% and n = 19, 68%, respectively). <h3>Conclusions</h3> Though the generalizability of our findings are limited by the convenience sampling strategy used, our results demonstrated continued reach and effectiveness of the LSU AgCenter social marketing campaign among our sample of participants. Findings also suggested that radio messaging may not be effective in reaching the target audience. <h3>Funding</h3> Supplemental Nutrition Assistance Program - Education

Supporting Anime Contents in the Digital Age:The Influence of Attachment to Attractive Sub-characters on “&lt;i&gt;Demon Slayer&lt;/i&gt;”

In conducting an exploratory data analysis to study the hit mechanisms of manga and anime works with appealing supporting characters, the author began by assessing the volume and content of Twitter posts on Demon Slayer and observed that SNS not only facilitated communication between devoted fans, but also served to fulfill the desire to own merchandise and to provide a place for publication of derivative works. Furthermore, in an analysis using the Character Quantitative Survey unaided recall data, the top unaided recall works were classified into four types based on supporting character popularity patterns. The results obtained by creating a composite variable of unaided recall weighted by simple total based on the number of recall of the work's name or character and assessing the mean values and correlations of each variable measured for each work showed that the composite variable of unaided recall had a strong correlation with the indices of tie-in merchandise purchase and purchase intention, and with the indices of ‘high spirit and fun’ and ‘attention and impersonation’ in the field of offered experience.

Gender norms, HIV risk, and attitudes towards pre-exposure prophylaxis and other HIV preventive interventions among South African adolescents.

Introductionwe examined HIV-related social norms and perceptions among South African adolescents aged 15-18 years and evaluated their openness to using pre-exposure prophylaxis (PrEP) to reduce HIV risk.Methodswe analyzed cross-sectional data of 4,567 adolescents aged 15-18 years from the “fifth South African National HIV prevalence, HIV incidence, behaviour and communication survey (2017/2018)”. Outcomes of interest in our study were HIV-related social norms and awareness of HIV prevention methods, including pre-exposure prophylaxis (PrEP).Resultsour results showed that compared to their female counterparts, a significantly higher percentage of male adolescents endorsed the statement “Men can have two or more sexual partners at the same time” (14.2% vs 10.1%, p=0.021). Condoms were the most popular method of HIV prevention, with 83.5% of all participants reporting awareness. Yet, 35.4% of those sexually active in the past year reported not using condoms all the time. Perceived parental sex education and exposure to community campaigns for HIV prevention were both associated with increased awareness of HIV prevention measures and openness to PrEP. Unaided recall of PrEP was very low (3.7%), but most of those who were HIV seronegative (69.3%) were open to using it after learning about it. Openness towards PrEP was significantly higher among those reporting vs not reporting past-year sexual activity (adjusted prevalence ratio (APR=1.16, 95%CI, 1.06-1.28), and binge-drinking (APR=1.24, 95%CI, 1.08-1.41).Conclusionthis study showed that while many South African adolescents were interested in trying PrEP, initial awareness was low. Ensuring barrier-free access to evidence-based preventive strategies may benefit public health.

Older and more personal: Stronger links between brand‐name recall and brand‐related autobiographical memories in older consumers

AbstractSuccessful recall of brand names often determines consumer decisions. Yet, unaided recall fails increasingly as adult consumers get older, which is a threat to brand awareness in aging societies. Still, consumer research has not explored if personally relevant episodic memories consumers associate with a brand can support brand‐name memory when consumers age. This study, therefore, explores how cognitive aging affects the links between the recall of brand names from semantic memory and the subjective quality of brand‐related autobiographical memories (AMs). Experimental data from 20‐ to 33‐year‐old and 60‐ to 90‐year‐old participants suggest that consumers associate successfully recalled brand names with more significant, phenomenologically richer AMs, and that this connection between semantic and episodic memory is stronger in older adults. We discuss how research and brand communication could utilize AMs to further understand and reduce negative impacts of aging on brand awareness.

Empirical generalisations in customer mindset metrics

AbstractTwo very well‐known empirical generalisations in marketing are Double jeopardy (DJ) and the duplication of purchase law (DoP). These generalisations provide important insights into consumer buying behaviour but require ongoing replication and extension to determine the conditions under which they hold. Surprisingly, despite growing recognition of the role of customer mindset metrics in brand choice, DJ, and DoP have not been extensively tested within this context. We therefore analyse survey data (n = 1862) in three repertoire and two subscription markets to determine whether two key mindset metrics, brand awareness and brand consideration, also follow DJ and DoP patterns. Our study successfully demonstrates that brands with low recognition suffer twice with lower unaided brand recall and lower purchase consideration. While brand recall and consideration follow a linear DJ trend, brand recognition and consideration follow an exponential DJ trend. We also confirm the existence of Duplication of Awareness and Duplication of Consideration patterns. Brands share greater awareness or consideration levels with other highly recognised or considered brands than with lowly recognised or considered brands. However, contrary to the DoP law, we find consistent market partitioning, with category buyers who are aware of, or consider smaller brands also being aware of, or considering other smaller brands at a slightly greater rate than expected. We provide possible explanations for differing DJ slopes and duplication partitions, as well as theoretical and managerial implications.

Health information, messaging and warnings on alcohol packaging: a focus group study with young adult drinkers in Scotland

Introduction Alcohol packaging can communicate alcohol-related health information, messaging and warnings. However, there is a dearth of research exploring awareness of, and engagement with, health information and messaging on alcohol packaging, and response to novel alcohol warnings. Methods Eight focus groups were conducted in Glasgow (Scotland) with current drinkers (n = 50), segmented by age (18–24, 25–35), gender (female, male) and social grade (ABC1, C2DE), to explore awareness and use of health information and messaging on existing packaging, and perceptions of novel front-of-package warnings differing in size (small, large), form (text-only, text and image) and message content (general, specific). Results Unaided recall of some health information and messaging was high (e.g. units, pregnancy symbols); however, most participants did not attend to or meaningfully engage with these, viewing them as unnoticeable, obscure and ineffective. Participants were skeptical of alcohol companies’ motivations with respect to health messaging on products. They were surprised to see the novel warnings on alcohol products but generally supported their inclusion. Most thought that these warnings could increase awareness of alcohol-related harms, particularly for younger or potential drinkers. Large, combined (text and image) warnings with specific messages on the front of packaging were considered most engaging and potentially effective. Conclusions The health-related information and messaging on alcohol packaging in Scotland is failing to inform consumers about the potential risks associated with alcohol use. Prominent warnings on alcohol packaging could help to capture attention, increase awareness of alcohol-related harms, and may support a reduction in consumption and alcohol-related harms.

From Salt to Stroke-Evaluation of a Media Campaign for Sodium Reduction in Philadelphia.

Excess dietary sodium contributes to the burden of chronic disease, including cardiovascular disease and stroke. Media-based health education campaigns are one strategy to raise awareness among populations at greater risk for stroke, including African Americans. During 2014–2015, the Philadelphia Department of Public Health conducted a health education campaign using radio, print news, and transit ads, to promote awareness of the link between dietary sodium, hypertension and stroke, and encourage reduced consumption of high sodium foods. Using a repeated cross-sectional design, street intercept surveys were conducted with ~400 Philadelphia residents representing the campaign's priority audience (African Americans ages 35–55) before and 6–13 weeks after the campaign, to evaluate both process (campaign exposure) and impact (recall of key health messages). Thirty percent of post-campaign respondents reported familiarity with one of the most engaging radio spots, and 17% provided accurate unaided recall of its key content, with greater recall among older respondents and frequent radio listeners. Forty-one percent of post-campaign respondents named stroke as a consequence of excess salt consumption, compared to only 17% of pre-campaign respondents, with greater awareness of the salt-stroke connection among those accurately recalling the radio spot from the campaign. Results suggest that priority populations for sodium reduction can be effectively reached through radio and transit campaigns. From a pragmatic perspective, street intercept surveys may offer one low resource strategy for evaluating public health education campaigns conducted by local health departments, especially among urban populations.

Examining corporate social responsibility awareness: An unaided recall measure

AbstractAs professional sports teams commonly partner with multiple charity organizations to achieve corporate social responsibility objectives, the purpose of this research was to measure charity brand awareness among sports fans via unaided recall. Further, this study proposed antecedents to awareness, including; level of fandom, overall season‐ticket holder (STH) satisfaction, perceptions of on‐field performance, live game viewership frequency, televised game viewership frequency, and digital channel interaction frequency. A survey was used to collect data from STHs across three professional sports teams (n = 8,414). Fan recall of charity partners was low with 1.3% recalling three, 3.5% recalling two, and 9.6% able to recall at least one charity partner. Of the antecedents, overall STH satisfaction and frequency of live game viewership were the most influential while, perceptions of on‐field performance returned a significant and negative result. It is advocated sports teams reduce the number of charity partners and charity managers focus communication efforts on more contented STHs who attend live games regularly.

Placing products in humorous scenes: its impact on brand perceptions

PurposeThis study aims to extend the literature on marketing communications by exploring the effect of placing products in humorous scenes. It aims to ascertain the prevalence of placement scenes associated with humor in television programs and the effect of humor on brand persuasiveness.Design/methodology/approachThe study used a two-phase research process. A content analysis of prime-time television programing was conducted to map the relative prevalence of brands placed in humorous contexts and for the selection of research stimuli. This was followed by a large-scale experimental study of 1,100 television viewers in Hong Kong with real stimuli that had been digitally manipulated.FindingsThe study found that a humorous context did enhance recall of placed brands but its effect on brand attitudes was mediated by audience involvement in the viewing and moderated by psychological trait reactance. Interestingly, and in contrast to conventional advertising, placing brands in a humorous context led to lower involvement in the viewing, which, in turn, resulted in lower brand attitudes. Individuals with low trait reactance were more positive toward brands placed in a non-humorous context than individuals with high trait reactance while individuals with high trait reactance were more positive toward brands placed in a humorous context, though the difference was less prominent.Research limitations/implicationsThe findings help to illustrate when and how a humorous context contributes to the recall of and attitudes toward placed brands.Practical implicationsThe results also facilitate marketers and program producers to choose the best placement context and design more effective placement strategies.Originality/valueThis research is the first to empirically examine the effect of a humorous context on the unaided recall of and attitudes toward brands placed in television programs.

Divergence or Relevance in Advertisements: What Works in Emerging Markets? Evidence from Indian Consumers

This study selects the context of emerging markets to examine the role of ad creativity dimensions (divergence and relevance) in shaping the attitude of consumers. Most of the existing studies exploring consumer perceived creativity and its dimensions are based on inputs from consumers in developed markets. Using an experimental design, we test the differential effect of divergence and relevance for Indian consumers. The results indicate that for consumers from emerging markets, the role of relevance, which is mostly undermined, is as effective as divergence. The mediating role of attitude toward advertisement was established in the relationship between consumer perceived creativity and brand attitude. The main effects of divergence and interaction effects of divergence and relevance were found to be significant in influencing the consumers’ ad and brand attitude as well as motivation to process information. Ads high in creativity were found to result in a higher unaided product and brand recall. Ads high on divergence also resulted in increased consumers’ intentions to share the ad, which may be considered as a higher potential of becoming viral. The overall findings suggest that standardized advertising in global markets may have limited effectiveness.

Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products

This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for high involvement products. This study will fill this knowledge gap. This study aimed at measuring the impact of creativity in Ads on Attitude toward Advertisement, Unaided Recall and Purchase intention. It involved 94 university students in an experimental research. Paired sample t-test was used for evaluating creative and control Ads. Data analysis reveals that creative Ads are better than control Ads in generating favorable attitude toward ad and high Ad recall but equally ineffective in persuading customers to buy. Binary logistic regression showed small role of creativity in causing high Ad recall while multiple regression analysis confirmed the supremacy of creative Ads for forming a favorable attitude toward Ad.

SEMANTIC PRIMING EFFECT ON SURVEY RESULTS

This article presents the findings of an experimental study focusing on the effect of semantic priming on survey respondents. The study involved manipulation of survey questions so that one version included priming triggers and the other one did not. The two versions of the survey were tested on two groups of Canadians (50 respondents each). The results confirmed the authors’ hypotheses, as they demonstrated that the inclusion of the priming triggers activated the relevant concepts in respondents’ minds and, as a result, they included concepts similar to those triggers in their responses to open-ended questions. To be precise, respondents who were exposed to priming triggers “one”, “first” and “three”, as well as “saving on food”, were significantly more likely to say they shop one or three times a week and to recall the grocery store “Save-On-Foods” in an unaided recall qustion. The findings in this study have theoretical and empirical significance and should be taken into consideration by all the researchers who design questionnaires in their research projects. Based on this research, one can conclude that a researcher who designs questionnaires should be cautions and make sure to sequence questions in a way that would minimize the priming effect on questions following priming triggers.

Corporate Social Responsibility: A Cross-National Study of the Treatment of Consumers and Employees

Within a CSR framework, this paper reports on an extensive array of studies that explore consumer and employee issues with businesses in 13 countries, including the United States and countries in Eastern and Western Europe, Latin America, Asia, and the Middle East. The relevance of this study is based on the idea that consumer trust and fair treatment of employees are both core components of CSR and vital elements of economic efficiency and satisfaction from both supplier and customer perspectives. The questionnaires included open-ended inquiries which employed the technique of unaided recall, alternatively known as “top of mind” awareness. This method’s strength is that it provides minimum direction to respondents, thus avoiding interviewer bias. The resulting data were examined and classified using the method of content analysis. The results indicate that in Mexico and Argentina most consumer complaints involved price, while in Russia, China, and India consumers complained about aspects of product policy. Only Brazilian consumers registered their major concerns as complaints on service. The complaints about corporate policy focused on the poor treatment of employees. The between-country contrasts were often large; for example, 26% of Japanese respondents expressed concerns about employee issues whereas such complaints were limited to 3% of our Mexican sample. The strength of the current research is the combination of the breadth of the study (13 countries) coupled with the employment of national probability samples. The corresponding limitation stems from the limited depth of inquiry associated with the methodology employed and the inherent complexity of cross-national comparisons. The key implication of the paper is that both customers and employees have numerous complaints regarding the treatment they receive from corporations, but these issues show significant differences between the countries in the sample. In-depth examination of the individual countries is one of several fruitful areas suggested for further research. Keywords: Corporate Social Responsibility (CSR), Consumer Complaints, Price, Product, Service.

The Effects of Commercial Length On Advertising Impact

ABSTRACT There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns. The authors compared seven-, 15-, 30-, and 60-second versions of the same commercials for their brand recall, advertisement liking, and brand attitude, with additional biometric measures. Seven-second advertisements were almost as effective (measured by unaided recall) as 15-second advertisements and 60 percent as effective as 30-second advertisements, a finding that confirms and extends a diminishing-returns explanation for recall and other measures of effectiveness, such as advertisement liking. With six-second commercials appearing on television and online, short advertisements can provide an efficient option if used with the knowledge of what they can and cannot deliver.

Narrative Styles and Narratology Formats in PSAs: Assessing the Effects on Arousal, Attention, and Memory

The following study aims to advance knowledge about the effects of narration and point-of-view formats on attention, arousal, and recall for persuasive messages relayed in public service announcements (PSAs). The experiment combines two frameworks, narratology and valence, to expose subjects to 12 different PSAs concerning the topic of animal abuse. Both psychophysiological data and self-report measures were analyzed to determine if three formats of narratology regarding point-of-view (no vocal POV vs. first-person vs. third-person) with two valences (positive vs. negative) have an effect on arousal, as indicated by skin conductance; attention, as indicated by heart rate and memory, and recall as indicated by a posttest unaided recall. The findings contribute toward understanding the emotional and cognitive effects that stimuli have on arousal, attention, and memory.

Baseline assessment of noticing e-cigarette health warnings among youth and young adults in the United States, Canada and England, and associations with harm perceptions, nicotine awareness and warning recall.

Health warnings on tobacco products can inform users of potential risks. However, little is known about young people's exposure to health warnings on e-cigarette products. This baseline assessment of young people's noticing e-cigarette warnings uses nationally representative data from three countries.Data were collected under Wave 1 of the ITC Youth Tobacco and E-cigarette Survey, conducted in Canada, England, and the US. Online surveys were completed by 16–19-year-olds in July/August 2017 (n = 12,064), when warnings were either newly required (England) or voluntarily carried by some manufacturers (US, Canada). Analyses examined prevalence and correlates of noticing warnings and associations between noticing warnings and product perceptions, adjusting for country, sex, age, race/ethnicity, and cigarette/e-cigarette use status.About 12% reported noticing warnings on e-cigarette packaging in the past 30 days. Noticing warnings was significantly more likely among youth in England (AOR = 1.3, p < .01) and the US (AOR = 1.3, p < .01) versus Canada, and was most likely among dual e-cigarette/cigarette users (AOR = 4.69, p < .001) versus nonusers. Unaided recall of the keyword “nicotine” was low among those who noticed warnings (7.5%). However, ever e-cigarette users who noticed warnings had higher odds of knowing whether e-cigarettes contained nicotine (AOR = 2.26, p < .001). Noticing warnings was significantly associated with higher odds of believing e-cigarettes cause at least some harm to users (AOR = 1.19), are as harmful as cigarettes (AOR = 1.45), and can be addictive (AOR = 1.43).Baseline assessment reveals that youth's noticing of e-cigarette warnings and recall of nicotine-addiction messages was low. Research should track exposure over time as warning requirements are implemented across different countries.