Project 2: The effects of advertising and correctives for reduced harm tobacco products

项目摘要 项目2为下一代“减少危害”的可燃烟草产品开发矫正剂 （改良风险烟草产品-MRTPs）。减少危害的烟草产品的历史是一个彻底的 消费者的欺骗和虚假推断。随着新一代的MRT变得越来越广泛， 尽管FDA进行了强有力的监管监督，但误解的可能性再次出现。 项目2制定了科学严谨的协议，以确定不准确的程度和强度 通过广告和营销实践为目标受众建立的信念。虽然研究的 MRTP的健康后果对于规范其使用和告知公众至关重要， 消费者的态度通常是不可预测的，但仍然可以预测使用态度， 尝试产品的意图。当这种认知是误导性的，由广告内容产生， 由于对结果的因果预测，他们认为自己是纠正性沟通中可触及的目标。 项目2中提出的研究重点是关于可燃性MRT的广告宣传， 受这种说法影响的信念--既有危害又有好处--在两个可能的使用者（即吸烟者）的头脑中 和一类非使用者（前吸烟者）。研究还检查这些信念是否有因果关系 使用标准统计调解标准和其他较新的方法-所谓的鼓励-取得成果 设计--建立一个实证基础，以海岸为例统计调解情况。 有了广告-信念-结果因果序列的强有力的因果证据， 被牵连者成为纠正通信和警告的目标。需纠正的通信 误导性信念是在使用隐性和显性认知措施的背景下发展和测试的， 随后的研究使用视觉注意力和吸烟行为的生物行为测量。警告 关注与广告内容有因果关系的信念，并作为态度，故意， 和行为结果应该是有效的沟通，因为他们的目标是精心挑选的， 最大限度地减少来自目标受众成员的信念系统的错误信念。 项目2的目标是促进知情的消费者对MRT的决策。这将是一个 为了错误的理由鼓励使用MRT，这对公众是有害的。 即使这些产品比其他烟草产品风险相对较小。FDA现行程序 MRTP的授权要求供应商提供关于针对特定广告内容的广告内容的信息。 产品和预期的警告。这些内容需要仔细和独立地评估， 尖端的方法，以充分确定这种广告的影响，对信念的捷运既公开 而且很隐蔽该研究提出了FDA关于可燃物的监管目标 通过先进的尖端技术来生成，设计和测试这些新产品的修正剂。

PROJECT SUMMARY Project 2 develops correctives for the next generation of “reduced harm” combustible tobacco products (Modified Risk Tobacco Products -- MRTPs). The history of reduced harm tobacco products is one of outright deception and false inferences by consumers. As a new generation of MRTPs becomes more widely available, the possibility of misperception arises once again despite strong regulatory oversight by the FDA. Project 2 develops scientifically rigorous protocols to establish the magnitude and strength of inaccurate beliefs created by advertising and marketing practices for MRTPs in target audiences. While studies of the health consequences of MRTPs is crucial to regulating their use and to informing the public, inferences made by consumers are often unpredictable but nonetheless may still be predictive of attitudes toward use and intentions to try the products. When such perceptions are misleading, produced by advertising content, and causally predictive of outcomes, they identify themselves as addressable targets in corrective communications. The studies proposed in project 2 focus on advertising claims about combustible MRTPs identifying the beliefs affected by such claims – both harms and benefits – in the minds of both likely users (that is smokers) and one class of non-users (former smokers). Studies also examine whether these beliefs are causally related to outcomes using standard statistical mediation criteria and other, newer methods – so-called encouragement designs – to build an empirical base to shore up the statistical case of mediation. With strong causal evidence for the ad-to-belief-to-outcome causal sequence, the specific beliefs implicated become the targets for corrective communications and warnings. Communications to correct misleading beliefs are developed and tested in contexts using covert and overt cognitive measures and in subsequent studies using biobehavioral measures of visual attention and smoking behavior. Warnings that focus on beliefs identified as causally linked to advertising content and as predictors of attitudinal, intentional, and behavioral outcomes should be effective communications because their targets are well-selected to minimize false beliefs that are derived from the belief systems of members of the target audience. The goal of project 2 is to foster informed consumer decision-making about MRTPs. It would be a disservice to the public to encourage the use of MRTPs for the wrong reasons anchored in misinformation even if these products are relatively less risky than other tobacco products. Current FDA procedures for authorization of MRTPs require information from vendors about the ad content being proposed for the specific product and the warnings anticipated. This content needs to be assessed carefully and independently using cutting-edge methods to fully determine the impact of such advertising on beliefs about MRTPs both overtly and covertly. The research proposed advances the regulatory goals of the FDA with regard to combustible MRTPs by advancing cutting edge techniques to generate, design and test correctives for these new products.