Does Segmentation Really Work? Effectiveness of Matched Graphic Health Warnings on Cigarette Packaging by Race, Gender and Chronic Disease Conditions on Cognitive Outcomes among Vulnerable Populations.
Does Segmentation Really Work? Effectiveness of Matched Graphic Health Warnings on Cigarette Packaging by Race, Gender and Chronic Disease Conditions on Cognitive Outcomes among Vulnerable Populations.
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DOI：
10.1080/10810730.2018.1474299
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发表时间：
2018
影响因子：
4.4
通讯作者：
Viswanath K
中科院分区：
文献类型：
--
作者：
Hayashi H;Tan A;Kawachi I;Minsky S;Viswanath K
我们在香烟包装图片健康警示(GHW)的背景下，检查了按性别、种族/民族和慢性病状况存在的受众细分的影响。具体地说，我们测试了描绘这些特定群体的GHW是否与与描绘的群体匹配的吸烟者之间的差异有关。我们使用了Project Clear的数据，该项目过度抽样了较低的社会经济群体以及生活在大波士顿地区的种族/少数民族群体(n=558)。我们建立了多元线性回归模型，控制了年龄、教育程度和家庭收入。性别被添加为控制变量，以适应种族和慢性病情况的模型。虽然黑人或西班牙裔与更高的风险认知和戒烟意向相关，但我们没有发现分段效应的证据，即黑人或西班牙裔观众不太可能对带有相同种族/民族主题的警告做出反应。与观看描绘男性的妇女相比，观看描绘女性的妇女报告了更高的风险认知。这一发现表明，对妇女妇女进行分类可能会有效地提高她们对风险的认知。
We examined the effects of audience segmentation by gender, race/ethnicity, and presence of chronic disease condition in the context of cigarette packaging graphic health warnings (GHWs). Specifically, we tested whether GHWs that portray these specific groups are associated with differences among smokers who match the portrayed group. We used data from Project CLEAR, which oversampled lower socio-economic groups as well as race/ethnic minority groups living in the Greater Boston area (n=558). We fitted multiple linear regression models, controlling for age, education and household income. Gender was added as a control variable to fit models for race and chronic disease conditions. Although Black race or Hispanic ethnicity was associated with higher risk perception and intention to quit smoking, we did not find evidence of a segmentation effect, i.e. Black or Hispanic viewers was not more likely to be responsive to warnings featuring same racial/ethnic subjects. Women who viewed GHWs portraying women reported increased risk perception as compared to women who viewed GHWs portraying men. The findings suggest that segmentation of GHWs may be effective for risk perception among women.
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