Perceived Truthfulness of Reduced Lung Cancer Risk Advertising Claims Influences Consumers' Intention to try and to Purchase Snus.
Perceived Truthfulness of Reduced Lung Cancer Risk Advertising Claims Influences Consumers' Intention to try and to Purchase Snus.
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DOI：
10.1177/1179173x231206042
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发表时间：
2023
影响因子：
2.2
通讯作者：
中科院分区：
文献类型：
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作者：
目前这项研究的目的是评估以各种形式提出的关于肺癌的降低风险声明对吸烟者和非吸烟者尝试骆驼鼻的兴趣和购买骆驼鼻的意向的影响。我们通过4种方式(1)纯文本；(2)条形图；(3)文本/推荐信；以及(4)条形图/推荐信，改变了骆驼鼻烟的索赔形式。3001名参与者是通过电子邮件邀请从基于网络的消费者专业小组中招募的。2015年，使用类似的方法进行了第二项研究，又招募了3001名参与者。总体而言，控制其他因素，MRTP索赔的存在与尝试鼻烟的兴趣[X2(4)=8.567，P=.073]或购买意向[X2(4)=1.148，P=.887]没有显著关系。相对于没有明确提出健康风险声明的对照广告，图形+证言[OR=1.29]或纯文本[OR=1.41]的声明确实显著增加了尝试骆驼鼻的兴趣。然而，广告形式并没有影响购买骆驼鼻烟的兴趣。虽然目前的无烟烟草使用者(95%)和吸烟者(59%)表示有兴趣尝试骆驼鼻，但非烟草使用者(7%)对尝试或购买骆驼鼻的兴趣很低(P<；.001)。与年长的吸烟者相比，年轻吸烟者对尝试骆驼鼻烟的兴趣更强。在目前的吸烟者中，对肺癌的担忧(降低风险主张的重点)与尝试骆驼鼻烟的兴趣或购买意愿[OR=.91，95%CI：.72，1.14]或购买鼻烟的意愿[OR=1.07，95%CI：.86，1.32]无关。未来的研究应该评估索赔和信息格式如何影响感知的真实性，以及这种影响在消费者的子群体中是否有所不同，例如青少年、与烟草相关的疾病患者和前吸烟者。这也将有助于理解广告真实性的认知是否会随着时间的推移导致产品使用模式的变化。总而言之，向人们提供有关相关产品风险的真实、可信的信息，例如通过授权的MRTP声明，是重要的，但这些信息可能不足以促使吸烟者改变态度。
The objective of the current study was to evaluate the impact of a reduced risk claim about lung cancer, presented in various formats, on smokers’ and non-smokers’ interest in trying Camel Snus and intention to purchase Camel Snus. We varied claim formats by varying advertising messages for Camel Snus in 4 ways (1) text only; (2) bar chart; (3) text/testimonial; and (4) bar chart/testimonial. 3001 participants were recruited from a web-based consumer specialty panel via an email invitation. In 2015, a second study was conducted, using similar methods, where 3001 additional participants were recruited. Overall, controlling for other factors, the presence of an MRTP claim was not significantly related to interest in trying snus [X2 (4) = 8.567, P = .073], or purchase intentions [X2 (4) = 1.148, P = .887]. Relative to a control ad where no explicit health risk claim was made, the Graphic + testimonial [OR = 1.29] or Text only [OR = 1.41] claims did significantly increase interest in trying Camel Snus. However, the adverting format did not impact interest in purchasing Camel Snus. While current smokeless tobacco users (95%) and smokers (59%) expressed interest in trying Camel Snus, non-tobacco users (7%) showed low interest in trying or purchasing Camel Snus (P < .001). Interest in trying Camel Snus was stronger in younger smokers compared to older smokers. Among current smokers, worry about lung cancer (the key focus of the reduced risk claim) was not associated with interest in trying Camel Snus or with purchase intention [OR = .91, 95% CI: .72, 1.14] or intention to purchase snus [OR = 1.07, 95% CI: .86, 1.32]. Future research should evaluate how claim and messaging formats influence perceived truthfulness and whether this effect differs among sub-groups of consumers, such as adolescents, those with tobacco-related disease, and former smokers. It will also be helpful to understand whether perceptions of ad truthfulness result in changes in product use patterns over time. In sum, giving people truthful, credible information about relative product risks, such as through authorized MRTP claims, is important, but such information is likely insufficient to get smokers to switch.
影响因子：
1
作者：
Diaz D;Fix B;Caruso R;Bansal-Travers M;O'Connor RJ
通讯作者：
O'Connor RJ
影响因子：
15.8
作者：
Tan CE;Kyriss T;Glantz SA
通讯作者：
Glantz SA