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

项目总结 项目2为下一代“降低危害”的可燃烟草产品开发改良剂 (改良风险烟草产品--MRTP)。减少危害烟草产品的历史是彻头彻尾的 消费者的欺骗和错误推断。随着新一代MRTP变得更加广泛 尽管FDA进行了强有力的监管，但仍有可能再次出现误解。 项目2制定了科学严谨的方案，以确定不准确的程度和强度 广告和营销实践为MRTP在目标受众中创造的信念。在研究的同时 MRTP的健康后果对于规范其使用和告知公众至关重要，推论如下 消费者的态度往往不可预测，但仍可能预测对使用的态度和 打算尝试这些产品。当这种认知是由广告内容产生的误导性时，以及 作为对结果的因果预测，他们认为自己是矫正沟通中的可寻址目标。 项目2中建议的研究重点是关于可燃MRTP的广告索赔，以确定 受这种说法影响的信念--既有害处，也有好处--在两个可能的使用者(即吸烟者)的脑海中 以及一类非吸烟者(前吸烟者)。研究还考察了这些信念是否存在因果关系。 使用标准统计调解标准和其他较新方法的结果--所谓的鼓励 设计-建立一个经验基础，以支持调解的统计案例。 有强有力的因果证据证明广告-信念-结果的因果序列，特定的信念 牵涉其中的人成为纠正沟通和警告的目标。要更正的通信 误导性信念是在使用隐蔽和公开的认知测量的背景下和在 随后的研究使用生物行为测量视觉注意力和吸烟行为。警告说 重点关注与广告内容有因果关系的信念，以及作为态度、故意、 行为结果应该是有效的沟通，因为他们的目标是经过精心挑选的 最大限度地减少源自目标受众成员的信仰系统的错误信念。 项目2的目标是促进消费者对MRTP做出明智的决策。这将是一个 对公众造成伤害，以错误的理由鼓励使用MRTP，而这些理由是基于错误的信息 即使这些产品比其他烟草产品风险相对较低。FDA目前的程序 MRTP的授权需要供应商提供有关针对特定产品建议的广告内容的信息 产品和预期的警告。此内容需要仔细和独立地使用 完全确定这类广告对MRTP信念的影响的尖端方法 而且偷偷摸摸的。这项研究提出了FDA关于可燃物的监管目标 通过先进的尖端技术为这些新产品生成、设计和测试纠正措施。

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.