DoubleTake: Effect of Message Exposure Via a Discrete Choice Experiment With Eye-Tracking on Quit Attempts Among Adults Who Smoke Menthol Cigarettes

\ The goal of this clinical trial is to learn how exposure to anti-smoking social media messages affects quitting-related behaviors. Eligible participants will be adults aged 21 or older who have used menthol cigarettes on at least 4 days during the past 30 days.\ \ \ The main question this study aims to answer is: Does exposure to anti-smoking messages (in the context of a discrete choice experiment \[DCE\] with eye-tracking study) increase quitting-related behaviors over the following 2 weeks?\ \ \ Participants will be randomly assigned to view the messages either immediately or after a 2-week waiting period, allowing researchers to compare quitting-related behaviors between the two groups. The primary outcome is whether participants report making a quit attempt in the 2 weeks following randomization.\ \ \ Participants will:\ \ \ Complete eligibility screening and baseline questions about demographics and tobacco use.\ \ Be randomly assigned to view the messages immediately or after a 2-week waiting period.\ \ Attend a 1-hour in-person study visit at Georgia State University or the University of California, Santa Barbara.\ \ View 64 anti-smoking social media messages presented in 16 choice sets while their eye movements and pupil dilation are measured using a screen-based eye-tracking device.\ \ Select which messages most attract their attention, which they would be most likely to share, and which would most motivate them to quit smoking.\ \ Complete questions about quitting-related behaviors either during the study visit (waitlist control condition) or through an online questionnaire 2 weeks later (immediate condition).\ \