Greenwashing cigarettes: Perceptual and behavioral evidence of inaccurate modified risk advertising

漂绿香烟：不准确的改良风险广告的感知和行为证据

基本信息

批准号：
10417067
负责人：
Meghan Bridgid Moran
金额：
$ 47.46万
依托单位：
JOHNS HOPKINS UNIVERSITY
依托单位国家：
美国
项目类别：
财政年份：
2020
资助国家：
美国
起止时间：
2020-06-01 至 2024-05-31
项目状态：
已结题

来源：
https://reporter.nih.gov/project-details/10417067
关键词：
Address Advertising Affect Age Area Behavior Behavior assessment Behavioral Cigarette Cognitive Communication Data Descriptor Elderly Equipment and supply inventories Family Smoking Prevention and Tobacco Control Act Grant Imagery Industry Label Laboratories Laboratory Study Marketing Measures Mediator of activation protein Mentored Research Scientist Development Award Methods Monitor Nicotine Persons Policies Prevalence Price Psychology RQ2 Recording of previous events Regulation Research Research Design Risk Sampling Science Self Administration Smoke Smoker Smoking Smoking Behavior Smoking Status Subgroup Surveys Techniques Testing Time Tobacco Tobacco Industry Tobacco use Water Work authority base behavioral economics behavioral study cigarette advertising cigarette smoking cognitive testing design experience experimental study health warning innovation interest lexical multimodality never smoker novel response risk perception smoking initiation tobacco advertising tobacco regulatory science young adult

项目摘要

PROJECT SUMMARY The Family Smoking Prevention and Tobacco Control Act granted the FDA the authority to regulate and restrict tobacco advertising tactics that inaccurately convey reduced product risk, yet there is a dearth of up-to-date regulatory science to inform such regulations. Although FDA has restricted use of descriptors such as “natural” and “additive-free,” our research shows that the tobacco industry quickly pivoted to increase use of alternative, unregulated tactics. Greenwashing is one increasingly common tobacco marketing strategy in which products are portrayed as eco-friendly and/or natural. Our preliminary research indicates that greenwashing tactics may inaccurately convey modified product risk to consumers. To address this problem, we have developed a comprehensive and dynamic approach involving multi-modal cognitive and behavioral assessments. The overarching objective is to describe how cigarette companies use greenwashing to market their products, and test the effect of these tactics on both risk perceptions in an online sample and actual smoking behavior in a controlled laboratory study. Our proposed research focuses on young adults (age 18-29), because this is a key age for smoking initiation and escalation, and research has found that young adults may be more susceptible than older adults to greenwashing in cigarette ads. We aim to: (1) Identify specific greenwashing tactics used in cigarette ads, determine their prevalence across brands and sub-brands, and determine changes in these tactics over time; (2) Test the extent to which the greenwashing tactics identified in Aim 1 contribute to inaccurate modified risk perception in a large sample (N=1,500) using an online survey; and (3) Test the effect of greenwashing on behavioral economic demand and smoking topography in a laboratory-controlled cigarette self-administration study. Per the RFA, this application is unrelated to health warnings and focuses exclusively on advertising tactics that inaccurately convey modified product risk. This work connects to the Marketing Influences interest area, specifically, the priorities of “understanding why people become susceptible to using tobacco products...and transitions between experimentation, initiation to regular use and dual use” and “methods, measures, and study designs to best assess the impact of tobacco product advertising, and promotion restrictions on users and non-users of tobacco”. The data from the online cognitive assessment and laboratory- based behavioral study proposed in this research will clearly connect tobacco advertising features to product risk perceptions and actual smoking behavior. This work will provide FDA with an integrated set of evidence that identifies misleading greenwashing tactics that inaccurately convey modified product risk which can be used to inform regulatory action regarding restrictions of this type of advertising.

项目摘要《全家吸烟预防和烟草控制法》授予FDA规范和限制的权力烟草广告策略不准确地传达了降低的产品风险，但最新的死亡死亡监管科学以告知这种法规。尽管FDA限制了使用描述符，例如“自然” 我们的研究表明，烟草业迅速增加了替代方案的使用，不受管制的策略。绿化是一种越来越普遍的烟草营销策略被描绘成环保和/或自然。我们的初步研究表明，绿色策略可能不准确地向消费者传达改良的产品风险。为了解决这个问题，我们已经开发了涉及多模式认知和行为评估的全面和动态方法。这总体目标是描述民政公司如何使用绿化来推销其产品，并测试这些策略对在线样本和实际样本中的风险感知的影响在对照实验室研究中吸烟行为。我们提出的研究重点是年轻人（年龄 18-29），因为这是吸烟计划和升级的关键年龄，研究发现年轻成年人可能比老年人更容易受到香烟广告的绿化。我们的目标是：（1）确定香烟广告中使用的特定绿色策略，确定其在品牌上的普遍性子品牌，并确定随着时间的推移这些策略的变化；（2）测试 AIM 1中确定的绿色策略有助于不准确的改良风险感知使用在线调查样本（n = 1,500）；（3）测试绿色对行为的影响经济需求和吸烟地形学习。根据RFA，此应用程序与健康警告无关，并专注于广告不准确地传达改良产品风险的策略。这项工作与营销有关影响兴趣具体而言，领域的优先事项是“了解为什么人们容易使用烟草产品...以及实验，定期使用和双重使用计划之间的过渡”和“方法”，“方法，措施和研究设计，以最好地评估烟草产品广告的影响和促销对烟草用户和非用户的限制”。在线认知评估和实验室的数据这项研究提出的基于基于的行为研究将清楚地将烟草广告功能连接到产品风险感知和实际吸烟行为。这项工作将为FDA提供集成的证据这确定了误导性的绿色策略，这些策略不准确地传达了改良的产品风险，这可能是用于告知有关此类广告限制的监管行动。

项目成果

期刊论文数量（2）

专著数量（0）

科研奖励数量（0）

会议论文数量（0）

专利数量（0）

Rejecting impulsivity as a psychological construct: A theoretical, empirical, and sociocultural argument.

DOI：
10.1037/rev0000263
发表时间：
2021-03
期刊：
Psychological review
影响因子：
5.4
作者：
Strickland JC;Johnson MW
通讯作者：
Johnson MW

Behavioral economic methods predict future COVID-19 vaccination.

DOI：
10.1093/tbm/ibac057
发表时间：
2022-11-16
期刊：
TRANSLATIONAL BEHAVIORAL MEDICINE
影响因子：
3.6
作者：
Strickland, Justin C.;Reed, Derek D.;Dayton, Lauren;Johnson, Matthew W.;Latkin, Carl;Schwartz, Lindsay P.;Hursh, Steven R.
通讯作者：
Hursh, Steven R.