E-cigarette (EC) use in young adult sexual-minoritized women (SMW) is disproportionately higher than among heterosexual women and sexual-minoritized men. Public health messaging utilizing social branding, a method used to tailor health messages to one’s identity, may help combat this problem. We conducted an online study with SMW (N= 457) and asked them to complete scales assessing their sexual minoritized identity affirmation and centrality. Participants were randomized to view socially branded messages discouraging EC use across three themes (general wellness, pride, health harms). Results revealed that overall lesbian, bisexual, or queer (LBQ) identity (affirmation and centrality) was significantly positively associated with perceived message effectiveness (PME) (p < .001). Identity affirmation was significantly associated with PME when controlling for identity centrality (p = .004). Interaction between identity affirmation and theme was significant (p= .02), as positive effects of identity affirmation on PME were greater when participants viewed pride-themed messages versus wellness (p= .03) or harms messages (p = .01). The findings suggest that socially branded EC prevention messages emphasizing sexual minoritized identity may be more effective for SMW with a strong connection to their LBQ identity. Future research should examine how identity and socially branded messages can impact health behaviors.

电子烟 (EC) 在年轻成年性少数女性 (SMW) 中的使用率不成比例地高于异性恋女性和性少数男性。利用社交品牌的公共卫生信息，一种用于根据个人身份定制健康信息的方法，可能有助于解决这个问题。我们对 SMW（N = 457）进行了一项在线研究，并要求他们完成评估其性少数身份认同和中心地位的量表。参与者被随机分配以查看在三个主题（一般健康、自豪感、健康危害）中阻止使用 EC 的社会品牌信息。结果显示，总体女同性恋、双性恋或酷儿 (LBQ) 身份（肯定和中心地位）与感知信息有效性 (PME) 显着正相关 ( p<.001）。当控制身份中心性时，身份确认与 PME 显着相关 ( p = .004)。身份确认和主题之间的相互作用是显着的 ( p = .02)，因为当参与者查看自豪主题信息与健康 ( p = .03) 或伤害信息 ( p = .01) 时，身份确认对 PME 的积极影响更大。研究结果表明，强调性少数身份的社会品牌 EC 预防信息可能对与其 LBQ 身份有密切联系的 SMW 更有效。未来的研究应该研究身份和社会品牌信息如何影响健康行为。