Perceived effectiveness (PE) is a validated tool for predicting the potential impact of anti-tobacco public service announcements (PSAs). We set out to evaluate the added predictive value of facial expression analysis when combined with PE in a remote (online) survey. Each of 302 tobacco users watched 3 PSAs and allowed transmission of webcam videos from which metrics for “attention” (head position) and “facial action units” (FAU) were computed. The participants completed scales for their subjective emotions, willingness to share on social media, and intention to quit smoking using the Tobacco Free Florida website. Based on PE, both ready to quit (RTQ) and not ready (NR) respondents favored the same PSAs but RTQs assigned higher PE scores. Negative PSAs (“sad” or “frightening”) were more compelling overall but RTQs also favored surprising ads and were more willing to share them on social media. Logistic regression showed that the combination of Attention + FAU+ PE (AUC = .816, p < .0001) outperformed single factors or factor combinations in distinguishing RTQ from NR. This study demonstrates that on-line assessment of facial expressions enhances the predictive value of PE and can be deployed on large remote samples.

感知有效性 (PE) 是一种经过验证的工具，用于预测反烟草公共服务公告 (PSA) 的潜在影响。我们着手在远程（在线）调查中评估面部表情分析与 PE 相结合时的附加预测价值。 302 名烟草使用者中的每人观看了 3 个公益广告，并允许传输网络摄像头视频，从中计算出“注意力”（头部位置）和“面部动作单位”（FAU）的指标。参与者使用佛罗里达州无烟网站填写了主观情绪、在社交媒体上分享的意愿以及戒烟意愿的量表。根据 PE，准备戒烟 (RTQ) 和未准备好 (NR) 的受访者都喜欢相同的 PSA，但 RTQ 分配了更高的 PE 分数。负面的公益广告（“悲伤”或“可怕”）总体上更具吸引力，但 RTQ 也更喜欢令人惊讶的广告，并且更愿意在社交媒体上分享它们。 Logistic 回归显示，Attention + FAU+ PE 组合（AUC = .816，p < .0001）在区分 RTQ 和 NR 方面优于单因素或因素组合。这项研究表明，面部表情的在线评估增强了 PE 的预测价值，并且可以部署在大型远程样本上。