Shrinking the Size of the Tobacco Powerwall and Restricting the Number of Tobacco Products Displayed to Reduce Adolescent Tobacco Use

烟草业将其数十亿美元的广告和促销预算的90%以上用于零售 销售点（POS）。POS烟草广告最突出的源头来自烟草大国 这面墙是一个巨大的，广阔的展示数百种不同的烟草产品，通常位于收银台后面 在消费者的视野中。青少年是POS零售店的常客， 重复暴露于烟草粉末墙的风险。这种接触可能会增加 青少年烟草使用风险和实际产品使用。因此，减少烟草粉末壁对 青少年吸烟是一项重要的公共卫生目标。抑制烟草效力的几种选择 电力墙已被拆除。第一个选择是减少烟草大国 墙可以占据。这一行动将减少烟草粉末墙的大小多达一半， 因此，在收银台后面占用较少的可见空间。第二个选择是减少总额 显示在电源墙上的品牌内的烟草产品单元的数量。这一行动将使 仅显示每个品牌的一个示例而不是几个（例如，而不是10盒万宝路红 和10罐骆驼霜鼻烟，每罐只允许一包）。其总体目标是 研究是通过实验评估减小烟草粉末壁的尺寸和 展示的烟草制品单位数量影响青少年的烟草使用风险。这个实验将 发生在兰德公司的商店实验室（RSL），一个真人大小的复制品的便利店，我们开发， 评估在模拟过程中，改变POS的烟草促销方面如何影响烟草使用风险 购物体验。这项研究将采用受试者间设计，其中青少年被随机 在以下三种情况之一的情况下分配到RSL中的车间：（1）大型功率墙/多个产品单元 显示;（2）小功率墙/显示多个产品单元;（3）小功率墙/单个产品 单位显示。我们将考虑这些电力墙改造对使用四类 烟草制品：香烟、电子尼古丁输送装置、小雪茄和无烟烟草。烟草 使用风险将通过以下指标进行指数化：对烟草权力墙的关注，感知烟草使用规范，感知 烟草产品的可获得性和烟草使用意图。我们假设这些因素的结合 监管选项（即，一个小的烟草权力墙与每一个产品的单一单位显示）将最 有效降低烟草使用风险。我们还将评估性别和/或烟草使用经验 中等青少年对正在调查的电力墙监管方案的反应。的结果 这项研究有可能提供关键的概念验证信息，说明如何缩小烟草的影响力。 隔离墙可能会影响青少年烟草使用风险，因此， 青少年抵制强大和烟草丰富的POS零售环境。

The tobacco industry spends over 90% of its multi-billion-dollar advertising and promotion budget at retail point-of-sale (POS). The most prominent source of POS tobacco advertising comes from the tobacco power wall, the large, expansive display of hundreds of different tobacco products typically located behind the cashier in full view of consumers. Adolescents are frequent visitors to POS retail stores and as such are at significant risk for having repeated exposures to the tobacco power wall. Such exposures can contribute to increases in adolescent tobacco use risk and actual product use. As such, reducing the effect of the tobacco power wall on adolescent tobacco use is a critical public health goal. Several options for curbing the potency of the tobacco power wall have been advanced. The first option is a reduction in the amount of space that a tobacco power wall may occupy. This action would reduce the size of the tobacco power wall by as much as half and as a result, occupy less visible space behind the cashier counter. The second option is a reduction in the total number of tobacco product units within brand that are displayed on the power wall. This action would permit only one example of each brand to be displayed rather than several (e.g., rather than 10 boxes of Marlboro Reds and 10 tins of Camel Frost Snus, there would be allowed only one package of each). The overall aim of this research is to experimentally evaluate the extent to which reducing the size of the tobacco power wall and the number of tobacco product units displayed influences tobacco use risk in adolescents. This experiment will take place in the RAND StoreLab (RSL), a life-sized replica of a convenience store that we developed to evaluate how altering aspects of tobacco promotion at POS influences tobacco use risk during simulated shopping experiences. The study will use a between-subjects design, in which adolescents are randomly assigned to shop in the RSL under one of three conditions: (1) Large power wall/ multiple product units displayed; (2) Small power wall/multiple product units displayed; and (3) Small power wall/Single product units displayed. We will consider the effect of these power wall alterations on risk of use of four classes of tobacco products: cigarettes, electronic nicotine delivery devices, cigarillos, and smokeless tobacco. Tobacco use risk will be indexed by: attention to the tobacco power wall, perceived tobacco use norms, perceived availability of tobacco products, and tobacco use intentions. We hypothesize that the combination of these regulatory options (i.e., a small tobacco power wall with single units of each product displayed) will most effectively diminish tobacco use risk. We will also evaluate whether gender and/or tobacco use experience moderate adolescents' reactions to the power wall regulatory options under investigation. The results of this study have the potential to provide critical proof-of-concept information on how shrinking the tobacco power wall could influence adolescent tobacco use risk and as a result, advance regulatory science aimed at helping adolescents resist the powerful and tobacco-rich POS retail environment.