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Crowdsourced peer- versus expert-written smoking-cessation messages
University of Massachusetts Medical School Faculty Publications
  • Heather L. Coley, University of Alabama at Birmingham
  • Rajani S. Sadasivam, University of Massachusetts Medical School
  • Jessica H. Williams, University of Alabama at Birmingham
  • Julie E. Volkman, University of Massachusetts Medical School
  • Yu-Mei Schoenberger, University of Alabama at Birmingham
  • Connie L. Kohler, University of Alabama at Birmingham
  • Heather J. Sobko, University of Alabama at Birmingham
  • Midge N. Ray, University of Alabama at Birmingham
  • Jeroan J. Allison, University of Massachusetts Medical School
  • Daniel E. Ford, Johns Hopkins University
  • Gregg H. Gilbert, University of Alabama at Birmingham
  • Thomas K. Houston, University of Massachusetts Medical School
UMMS Affiliation
Department of Quantitative Health Sciences
Date
11-1-2013
Document Type
Article
Medical Subject Headings
Smoking Cessation
Abstract
BACKGROUND: Tailored, web-assisted interventions can reach many smokers. Content from other smokers (peers) through crowdsourcing could enhance relevance. PURPOSE: To evaluate whether peers can generate tailored messages encouraging other smokers to use a web-assisted tobacco intervention (Decide2Quit.org). METHODS: Phase 1: In 2009, smokers wrote messages in response to scenarios for peer advice. These smoker-to-smoker (S2S) messages were coded to identify themes. Phase 2: resulting S2S messages, and comparison expert messages, were then e-mailed to newly registered smokers. In 2012, subsequent Decide2Quit.org visits following S2S or expert-written e-mails were compared. RESULTS: Phase 1: a total of 39 smokers produced 2886 messages (message themes: attitudes and expectations, improvements in quality of life, seeking help, and behavioral strategies). For not-ready-to-quit scenarios, S2S messages focused more on expectations around a quit attempt and how quitting would change an individual's quality of life. In contrast, for ready-to-quit scenarios, S2S messages focused on behavioral strategies for quitting. Phase 2: In multivariable analysis, S2S messages were more likely to generate a return visit (OR=2.03, 95% CI=1.74, 2.35), compared to expert messages. A significant effect modification of this association was found, by time-from-registration and message codes (both interaction terms p CONCLUSIONS: S2S peer messages that increased longitudinal engagement in a web-assisted tobacco intervention were successfully collected and delivered. S2S messages expanded beyond the biomedical model to enhance relevance of messages. TRIAL REGISTRATION: This study is registered at www.clinicaltrials.gov NCT00797628 (web-delivered provider intervention for tobacco control [QUIT-PRIMO]) and NCT01108432 (DPBRN Hygienists Internet Quality Improvement in Tobacco Cessation [HiQuit]).
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Citation: Coley HL, Sadasivam RS, Williams JH, Volkman JE, Schoenberger YM, Kohler CL, Sobko H, Ray MN, Allison JJ, Ford DE, Gilbert GH, Houston TK; National Dental PBRN and QUITPRIMO Collaborative Group. Crowdsourced peer- versus expert-written smoking-cessation messages. Am J Prev Med. 2013 Nov;45(5):543-50. doi:10.1016/j.amepre.2013.07.004. Link to article on publisher's site

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Link to article in PubMed
Keywords
  • UMCCTS funding
PubMed ID
24139766
Citation Information
Heather L. Coley, Rajani S. Sadasivam, Jessica H. Williams, Julie E. Volkman, et al.. "Crowdsourced peer- versus expert-written smoking-cessation messages" Vol. 45 Iss. 5 (2013) ISSN: 1873-2607
Available at: http://works.bepress.com/rajani_sadasivam/26/