“…With this previous research in mind, work in health communication has noted the appetitive and incentivizing effects of different types of substance cues (i.e., tobacco, vaping, alcohol, and food) in prevention messages, potentially creating unintended effects. These cues elicit approach tendencies indicated by increased craving, self-reported positivity, physiologically appetitive responses, and attention ( Bailey, 2015 , 2017 ; Clayton et al, 2017a , b , 2019a , b ; Liu and Bailey, 2019 ; Sanders-Jackson et al, 2019 ) increased visual fixation ( Sanders-Jackson et al, 2011 ); and greater memory for the cues ( Clayton et al, 2017b ; Bailey et al, 2018 ; Sanders-Jackson et al, 2019 ). The important take-away from this growing evidence is that message designers must understand how these cues function, particularly in fear appeal messaging, which use them to gain attention ( Clayton et al, 2017a ) and potentially inhibit message rejection ( Bailey et al, 2018 ; Sarge and Gong, 2019 ).…”