Approaches to Evaluating Consumer Perception of Tobacco Products

评估消费者对烟草产品看法的方法

• 批准号: 8310409
• 负责人: RICHARD J O'CONNOR
• 金额: $ 30.55万
• 依托单位: UNIVERSITY OF MINNESOTA
• 依托单位国家: 美国
• 财政年份: 2012
• 资助国家: 美国
• 起止时间: 2012-09-01 至 2017-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8310409
• 关键词: Address; Adherence; Adolescent; Adopted; Adoption; Adult; Advertisements; Advertising; Affective; Area; Attitude; Behavioral; Belief; Boxing; Camels; Clinical Trials; Cognitive; Communities; Development; Enrollment; Ensure; Evaluation; Expectancy; Exposure to; Goals; Health Communication; Human; Individual; Instruction; Intention; Knowledge; Link; Market Research; Marketing; Measurement; Measures; Mediator of activation protein; Metric; Modeling; Outcome; Participant; Pattern; Perception; Persons; Play; Population; Printing; Product Packaging; Protocols documentation; Public Health; Reaction; Relapse; Research; Research Personnel; Research Project Grants; Review Literature; Risk; Role; Sampling; Sensory; Shapes; Smoker; Testing; Time; Tobacco; Tobacco use; Toxicant exposure; United States Food and Drug Administration; Validation; Work; base; consumer product; design; empowered; experience; interest; novel; response; risk perception; snus; social cognitive theory; tobacco control

PROJECT SUMMARY (See instructions): The Food and Drug Administration is now empowered to consider consumers' perceptions when evaluating modified risk' claims for tobacco products. From a marketer's perspective, shaping consumers' perceptions is fundamental to encouraging them to try, and ultimately adopt, a novel modified risk product. Consumer perception includes reactions to messaging (broadly encompassing knowledge, attitudes, beliefs, product expectancies and risk perceptions) and to product use (including behavioral, sensory and other subjective effects). A recent literature review recommended that researchers validate the wide range of consumer response measures available, understand how product messaging and product design interact to influence subjective response and risk perceptions, and understand relationships among subjective responses, risk perceptions and behavioral outcomes (4). The proposed research project is intended to address these research gaps and has three aims: 1) establish the sensitivity of consumer perception metrics to differences in product claim presentations in advertising; 2) examine the contributions of cognitive, affective, and sensory perceptions to behavioral intentions to use a product; and 3) examine whether consumer perceptions are associated with product usage patterns in current smokers. The purpose of this research is to establish a validated set of consumer perception measurements that can be used by regulators to predict consumer interest in and use of new and modified risk products. This work will also aid our understanding of the multiple influences on consumer perceptions of tobacco products and their marketing. This project integrates with the clinical trial (Project 4) through its contribution of measures and evaluation of product usage, and with human abuse liability assessment (Project 2) through integration of purchase tasks.

项目总结（见说明）： 美国食品和药物管理局现在有权在评估烟草产品的“修改风险”声明时考虑消费者的看法。从营销人员的角度来看，塑造消费者的看法是鼓励他们尝试并最终采用新的修改风险产品的基础。消费者 感知包括对信息传递的反应（广泛包括知识、态度、信念、产品预期和风险感知）和对产品使用的反应（包括行为、感官和其他主观影响）。最近的一项文献综述建议研究人员验证广泛的消费者反应措施，了解产品信息和产品设计如何相互作用以影响主观反应和风险感知，并了解主观反应，风险感知和行为结果之间的关系（4）。拟议的研究项目旨在解决这些研究空白，并有三个目标：1）建立消费者感知指标的敏感性，在广告中的产品声称介绍的差异; 2）检查的贡献，认知，情感和感官知觉的行为意图使用产品;和3）检查消费者的看法是否与产品的使用模式在当前吸烟者。本研究的目的是建立一套有效的消费者感知测量，可用于监管机构预测消费者的兴趣和使用新的和修改的风险产品。这项工作也将有助于我们了解 消费者对烟草产品及其营销的看法的多重影响。该项目通过其对产品使用的测量和评价的贡献与临床试验（项目4）相结合，并通过采购任务的整合与人类滥用责任评估（项目2）相结合。