Racial differences in cigarette brand recognition and impact on youth smoking
Racial differences in cigarette brand recognition and impact on youth smoking
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DOI：
10.1186/1471-2458-13-170
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发表时间：
2013-02-25
影响因子：
4.5
通讯作者：
Henriksen, Lisa
中科院分区：
文献类型：
--
作者：
Dauphinee, Amanda L.;Doxey, Juliana R.;Henriksen, Lisa
背景：非洲裔美国人不成比例地接触到香烟广告，特别是薄荷醇品牌的香烟广告。烟草行业的文件概述了在销售点向非裔美国人推广薄荷醇香烟的战略努力，研究发现，在非裔美国人居民较多的社区，户外和零售薄荷醇广告更多。很少有研究考察这种目标营销对青少年对香烟品牌广告的认知度和吸烟吸收的影响。据我们所知，这是第一次研究品牌识别中的种族差异，并评估品牌识别与吸烟之间的潜在关系。方法：在加州一个城市和种族多元化的学区，对6至9年级学生(11至15岁)进行了基于学校的调查，评估烟草使用以及环境和社会对吸烟的影响。横断面分析(n=2,589)的主要结果是品牌认知度，通过学生从销售点识别蒙面烟草广告来衡量。纵向分析(n=1,179)的主要结果是在12个月内从从不吸烟到从不吸烟。结果：基线时，52%的学生认识骆驼品牌，36%的学生认识万宝路，32%的学生认识纽波特品牌。非洲裔学生认出纽波特的可能性是其他学生的三倍(OR=3.03，CI=2.45，3.74，p<；0.01)，而不太可能认出万宝路(OR=0.60，CI=0.48，0.73，p<；0.01)。在随访中，17%的从不吸烟者报告说尝试过吸烟。在这个种族多元化的样本中，骆驼和万宝路的品牌认知度并不能预测吸烟的开始。不论种族，在基线上认出Newport品牌的学生，在调整购物频率和其他危险因素后，在随访中更有可能开始吸烟(OR=1.49，CI=1.04，2.15，p<；0.05)。结论：研究结果表明，非裔美国年轻人更能识别Newport香烟广告，即使在调整了父母和同龄人的吸烟暴露后也是如此。此外，对纽波特香烟广告的认可预测了吸烟的开始，而不考虑种族。这项纵向研究提供了越来越多的证据，支持在美国禁止薄荷味香烟，以及加强对销售点烟草广告的监管。
Background: African Americans are disproportionately exposed to cigarette advertisements, particularly for menthol brands. Tobacco industry documents outline strategic efforts to promote menthol cigarettes to African Americans at the point of sale, and studies have observed more outdoor and retail menthol advertisements in neighborhoods with more African-American residents. Little research has been conducted to examine the effect of this target marketing on adolescents' recognition of cigarette brand advertising and on smoking uptake. To our knowledge, this is the first study to examine racial differences in brand recognition and to assess the prospective relationship between brand recognition and smoking uptake.Methods: School-based surveys assessing tobacco use and environmental and social influences to smoke were administered to 6th through 9th graders (ages 11 to 15) in an urban and racially diverse California school district. The primary outcome for the cross-sectional analysis (n = 2,589) was brand recognition, measured by students' identification of masked tobacco advertisements from the point of sale. The primary outcome for the longitudinal analysis (n = 1,179) was progression from never to ever smoking within 12 months.Results: At baseline, 52% of students recognized the Camel brand, 36% Marlboro, and 32% Newport. African-American students were three times more likely than others to recognize Newport (OR = 3.03, CI = 2.45, 3.74, p < 0.01) and less likely than others to recognize Marlboro (OR = 0.60, CI = 0.48, 0.73, p < 0.01). At follow-up, 17% of never smokers reported trying smoking. In this racially diverse sample, brand recognition of Camel and Marlboro did not predict smoking initiation. Regardless of race, students who recognized the Newport brand at baseline were more likely to initiate smoking at follow-up (OR = 1.49, CI = 1.04, 2.15, p < 0.05) after adjusting for shopping frequency and other risk factors.Conclusions: The study findings illustrate that African-American youth are better able to recognize Newport cigarette advertisements, even after adjustment for exposure to smoking by parents and peers. In addition, recognition of Newport cigarette advertising predicted smoking initiation, regardless of race. This longitudinal study contributes to a growing body of evidence that supports a ban on menthol flavored cigarettes in the US as well as stronger regulation of tobacco advertising at the point of sale.