The Impact of E-cigarette Marketing Features on Youths' E-cigarette Perceptions and Use Intentions

电子烟营销特征对青少年电子烟认知和使用意愿的影响

• 批准号: 10219199
• 负责人: Michelle Jeong
• 金额: $ 19.36万
• 依托单位: RBHS-SCHOOL OF PUBLIC HEALTH
• 依托单位国家: 美国
• 财政年份: 2019
• 资助国家: 美国
• 起止时间: 2019-09-01 至 2022-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10219199
• 关键词: Address; Adolescent; Advertisements; Affect; Age; Area; Attention; Behavioral; Brain; Code; Color; Complement; Development; Electronic cigarette; Exposure to; Focus Groups; Future; Goals; Grant; Guidelines; Image; Industry; Informal Social Control; JUUL; Language; Lead; Marketing; Measures; Methodology; Methods; Modified Risk Tobacco Product; Monitor; Nicotine; Patient Self-Report; Pattern; Perception; Poison; Reaction; Regulation; Research; Research Design; Research Personnel; Risk; Sales; Scientist; Smoker; Smoking; Source; Surveys; Technology; Testing; Text; Time; Tobacco Industry; Tobacco use; Training; Update; Work; Youth; addiction; career; combustible cigarette; combustible tobacco; e-cigarette aerosols; electronic cigarette use; electronic cigarette user; experimental study; gaze; interest; nicotine exposure; novel; prevent; response; tobacco products; tobacco regulatory science; trend; uptake; vaping; vaping nicotine; visual tracking; warning label

PROJECT SUMMARY/ABSTRACT E-cigarettes are the most commonly used tobacco product among youth, and can pose various risks among youth. Exposure to branded e-cigarette marketing and marketing features, such as the use of color, use of people in images, and language specifically targeting smokers, likely contributes to youths’ e-cigarette-related perceptions and use intentions. A better understanding of how these features work, and how they interact with the required nicotine warning on e-cigarette marketing material, will help to inform future regulatory efforts pertaining to marketing, and may also serve as guidelines for industry self-regulation. In addition, the field is in need of new study designs that will complement existing methods to accurately assess the impact of e- cigarette marketing. Thus, the overarching goal of my proposed research is to determine the impact of branded e-cigarette marketing features on youths’ e-cigarette perceptions and use intentions, relying on a triangulation of methods. In Aim 1, I will conduct a longitudinal content analysis of e-cigarette print, online, and point-of-sale marketing material, to monitor the potential for youth exposure to e-cigarette marketing and to detect changing trends in e-cigarette marketing over time. In Aim 2, I will assess the impact of different branded e-cigarette marketing features on youths’ e-cigarette perceptions and use intentions via two activities. First, I will conduct four online focus groups with youth (13-17) non-current users of e-cigarettes, to qualitatively understand their perceptions about e-cigarettes and branded e-cigarette marketing. Findings will inform the development of a survey instrument for the next activity, in which I will conduct a 2x2x2 online survey experiment with 600 youth (13-17) non-current users of e-cigarettes to quantitatively test the effects of use of color, use of people in images, and smoker-targeting language on e-cigarette perceptions and use intentions. In Aim 3, I will supplement the findings from Aim 2 with objective measures of attention, assessed with eye tracking technology. In this pilot eye tracking study with 60 youth (13-17) non-current users of e- cigarettes, I will examine dwell time and gaze patterns to explore the effects of use of people in images and smoker-targeting language, as well as whether these features undermine attention paid to the nicotine warning. This research addresses FDA CTP’s priority scientific interest in understanding marketing influences, particularly on youth initiation in the context of industry marketing of novel and/or potential modified risk tobacco products. In addition, this K01 will allow me to achieve my long-term career goal of becoming a leading behavioral scientist in tobacco regulatory science by providing training in a new content area, i.e., industry marketing, and new methodologies, i.e., focus groups, content analyses, and eye tracking, and supporting my transition to becoming an independent researcher. The proposed research will allow me to work towards an R01 grant that will examine potential regulatory solutions to mitigate the impact of tobacco industry marketing of potential modified risk tobacco products on youth.

项目总结/摘要 电子烟是青少年最常用的烟草产品，可能会对青少年造成各种风险。 青年接触品牌电子烟的营销和营销特点，如颜色的使用， 图像中的人，以及专门针对吸烟者的语言，可能有助于年轻人的电子烟相关 感知和使用意图。更好地了解这些功能的工作原理，以及它们如何与 电子烟营销材料上的尼古丁警告将有助于为未来的监管工作提供信息 有关营销，也可以作为行业自律的指导方针。此外，该领域在 需要新的研究设计，以补充现有的方法，准确评估电子商务的影响， 香烟营销因此，我提出的研究的首要目标是确定 品牌电子烟营销的特点是对青少年的电子烟认知和使用意图，依赖 三角测量的方法。在目标1中，我将对电子烟印刷品进行纵向内容分析， 在线和销售点营销材料，以监测青少年接触电子烟的可能性 营销和检测随着时间的推移电子烟营销的变化趋势。在目标2中，我将评估 不同品牌电子烟营销特征对青少年电子烟认知和使用意愿的影响 活动首先，我将与年轻人（13-17岁）进行四次在线焦点小组讨论， 定性地了解他们对电子烟和品牌电子烟营销的看法。发现将 通知下一个活动的调查工具的发展，在其中我将进行2x2 x2在线 对600名青少年（13-17岁）非电子烟使用者进行了调查实验，以定量测试电子烟的影响。 颜色的使用，图像中人物的使用，以及针对吸烟者的语言对电子烟的看法和使用 intentions.在目标3中，我将用客观的注意力测量方法来补充目标2的发现， 眼动追踪技术在这项针对60名青少年（13-17岁）的初步眼动追踪研究中， 香烟，我将研究停留时间和凝视模式，以探索使用图像中的人的影响， 针对吸烟者的语言，以及这些功能是否会破坏对尼古丁的关注 警告这项研究解决了FDA CTP在理解营销方面的优先科学兴趣 影响，特别是在新的和/或潜在的行业营销背景下对青年的影响 烟草制品的风险。此外，K 01将使我能够实现我的长期职业目标， 通过提供新内容的培训，成为烟草监管科学领域的领先行为科学家 区域，即，行业营销和新的方法，即，焦点小组、内容分析和眼动追踪， 支持我成为一名独立研究员这项研究将使我能够 致力于R 01赠款，该赠款将研究减轻烟草影响的潜在监管解决方案 烟草行业营销对青年人的潜在风险改变烟草产品。