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: 10475661
• 负责人: Michelle Jeong
• 金额: $ 18.96万
• 依托单位: RUTGERS BIOMEDICAL AND HEALTH SCIENCES
• 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 2024-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10475661
• 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; Persons; 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.

项目概要/摘要 电子烟是青少年最常用的烟草产品，可能会给青少年带来各种风险 青年。接触品牌电子烟的营销和营销特征，例如颜色的使用、 专门针对吸烟者的图像中的人和语言可能有助于青少年与电子烟相关 认知和使用意图。更好地了解这些功能如何工作以及它们如何交互 电子烟营销材料中所需的尼古丁警告将有助于为未来的监管工作提供信息 与营销有关，也可以作为行业自律的指导方针。此外，该领域位于 需要新的研究设计来补充现有方法，以准确评估电子的影响 卷烟营销。因此，我提出的研究的总体目标是确定 品牌电子烟营销以青少年电子烟认知和使用意图为特征，依托 关于方法的三角测量。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潜力 营销并检测电子烟营销随时间变化的趋势。在目标 2 中，我将评估以下方面的影响： 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，我将与非电子烟用户的青少年（13-17 岁）进行四个在线焦点小组，以 定性地了解他们对电子烟和品牌电子烟营销的看法。调查结果将 通知开发下一个活动的调查工具，其中我将进行 2x2x2 在线调查 对 600 名非当前电子烟使用者的青少年（13-17 岁）进行调查实验，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 意图。在目标 3 中，我将通过客观的注意力测量来补充目标 2 的发现，并评估 与眼动追踪技术。在这项针对 60 名非当前电子产品用户（13-17 岁）的青少年（13-17 岁）的试点眼动追踪研究中， 香烟，我将检查停留时间和凝视模式，以探索在图像和图像中使用人物的效果 针对吸烟者的语言，以及这些特征是否削弱了对尼古丁的关注 警告。这项研究解决了 FDA CTP 在理解营销方面的首要科学兴趣 影响力，特别是在新颖和/或潜力的行业营销背景下对青年启蒙的影响 改良风险烟草产品。此外，这台K01将使我实现我的长期职业目标 通过提供新内容培训，成为烟草监管科学领域领先的行为科学家 领域，即行业营销和新方法，即焦点小组、内容分析和眼动追踪， 并支持我过渡为一名独立研究员。拟议的研究将使我能够 努力争取 R01 拨款，该拨款将研究减轻烟草影响的潜在监管解决方案 针对青少年的潜在改良风险烟草产品的行业营销。