Marketing Influences on Perceptions of Reduced Nicotine Content Cigarettes
Marketing Influences on Perceptions of Reduced Nicotine Content Cigarettes
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DOI：
10.1093/ntr/ntz167
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发表时间：
2019-12-01
影响因子：
4.7
通讯作者：
Strasser, Andrew A.
中科院分区：
文献类型：
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作者：
Johnson, Andrea C.;Mays, Darren;Strasser, Andrew A.
简介：美国食品和药物管理局宣布打算减少香烟中的尼古丁含量。关于降低尼古丁含量香烟（RNC）营销如何影响产品信念和使用的证据有限，需要对此进行研究以告知法规。方法：在一项在线实验中，426名年轻的成年吸烟者（年龄18-30岁）随机分为2组，（隐式：红色包装对蓝色包装）x 2（显式：纠正消息对无纠正消息）设计用于查看先前市售RNC的广告。结果是广告内容回忆，产品信念和使用意图。参与者对他们的信念刺激的开放式评估的反应进行编码，以确定当时的themes.Results：红色包装和纠正信息独立与更大的广告内容回忆（p = 0.01和p = 0.04，分别）。没有显着的主效应或交互作用的产品信念或使用意图。控制条件后，广告内容回忆与不太有利的产品信念显着相关（p < .001），而有利的产品信念与使用产品的意图相关（p < .001）。开放式的反应收敛的调查结果，受访者感兴趣的RNC，但表示怀疑的有效性和value.Conclusions：简短的接触RNC广告与红色包装和纠正信息各自独立与更大的广告内容召回。结果表明：（1）年轻成年吸烟者对RNC的兴趣和困惑，（2）对RNC的信念受到营销的影响，（3）信念与使用RNC的意图相关。含义：本研究的结果表明广告影响对RNC产品信念的重要性，并支持在产品监管的同时监管广告和标签的必要性。更详细地研究影响消费者对RNC的信念的广告功能，以及它们如何影响他们对产品风险的明确信息的处理，对于指导监管决策非常重要。
Introduction: The Food and Drug Administration announced intent to reduce the nicotine content in cigarettes. There is limited evidence on how reduced nicotine content cigarette (RNC) marketing affects product beliefs and use, and research on this is needed to inform regulations.Methods: In an online experiment, 426 young adult cigarette smokers (aged 18-30 years) were randomized in a 2 (implicit: red package vs. blue package) x 2 (explicit: corrective message vs. no corrective message) design to view an advertisement for previously commercially available RNCs. Outcomes were advertisement content recall, product beliefs, and use intentions. Participants' responses to open-ended assessment of their beliefs about the stimuli were coded to identify prevailing themes.Results: Red packaging and corrective messaging were independently associated with greater advertisement content recall (p = .01 and p = .04, respectively). There were no significant main or interaction effects on product beliefs or use intentions. Controlling for condition, advertisement content recall was significantly associated with less favorable product beliefs (p < .001) and favorable product beliefs were associated with intent to use the product (p < .001). Open-ended responses converged on the finding that respondents were interested in RNCs, but expressed skepticism about effectiveness and value.Conclusions: Brief exposure to an RNC advertisement with red packaging and corrective messaging were each independently associated with greater advertisement content recall. The results indicate: (1) interest and confusion among young adult smokers regarding RNCs, (2) beliefs about RNCs are influenced by marketing, and (3) beliefs are associated with intention to use RNCs.Implications: Findings from this study demonstrate the importance of advertising effects on beliefs about RNC products and support the need to regulate advertising and labeling alongside product regulation. More detailed study of advertisement features that affect consumers' beliefs about RNCs and how they impact their processing of explicit messaging about product risks will be important to guide regulatory decision-making.