Tobacco Industry Consumer Research on Smokeless Tobacco Users and Product Development
Tobacco Industry Consumer Research on Smokeless Tobacco Users and Product Development
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DOI：
10.2105/ajph.2008.152603
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发表时间：
2010-01-01
影响因子：
12.7
通讯作者：
Ling, Pamela M.
中科院分区：
文献类型：
--
作者：
Mejia, Adrienne B.;Ling, Pamela M.
自 2006 年以来，RJ 雷诺兹 (RJR) 和菲利普莫里斯都推出了新型无烟“鼻烟”烟草产品。我们分析了之前烟草行业的秘密文件，这些文件描述了 RJR 和菲利普莫里斯公司的消费者研究、无烟产品开发和营销策略的历史。我们发现，RJR 自 1968 年以来一直投资于无烟研究、开发和营销。RJR 首先通过在钓鱼、牛仔竞技和棒球活动中采样和赞助以及通过广告将用户描绘成“努力工作”来瞄准低收入男性。 20 世纪 90 年代初，菲利普·莫里斯和 RJR 希望吸引更多城市女性无烟用户。当前的“鼻烟”活动似乎吸引了这些目标消费者和无烟环境中的吸烟者。这些努力可能会扩大烟草市场并破坏戒烟。 （美国公共卫生杂志。2010；100：78-87。doi：10.2105/AJPH.2008.152603）
Since 2006, RJ Reynolds (RJR) and Philip Morris have both introduced new smokeless "snus" tobacco products. We analyzed previously secret tobacco industry documents describing the history of RJR and Philip Morris's consumer research, smokeless product development, and marketing strategies. We found that RJR had invested in smokeless research, development, and marketing since 1968. RJR first targeted low-income males through sampling and sponsorship at fishing, rodeo, and baseball events, and through advertising portraying the user as "hard working." In the early 1990s, Philip Morris and RJR hoped to attract more urban, female smokeless users. The current "snus" campaigns appear to appeal to these targeted consumers and smokers in smoke-free environments. These efforts may expand the tobacco market and undermine smoking cessation. (Am J Public Health. 2010;100:78-87. doi:10.2105/AJPH.2008.152603)