Reducing the Effect of Tobacco Powerwall Displays at Retail Point-Of-Sale

描述(由申请人提供)：《家庭吸烟预防和烟草控制法案》(TCA；2009)授权FDA规范烟草产品的广告宣传方式。烟草行业持续不断的法律挑战使人们很难确切地知道最终将允许哪些类型的烟草广告和营销法规。克服法律挑战和实施任何由TCA驱动的广告法规的成功，在一定程度上取决于给定的法规方法在多大程度上得到了强有力的证据基础的支持。这方面最棘手的问题之一是如何最好地监管零售销售点(POS)烟草广告。POS广告包括室内和室外广告牌广告，以及在POS位置展示许多不同类型烟草产品的显著、巨大的展示(即烟草动力墙展示)。TCA为各州和地方社区提供了广泛的指导，以规范POS广告的时间、地点和方式，但关于如何规范POS环境以最有效地减少其对青少年吸烟的影响，可用的具体信息很少。这项研究的总体目标是通过实验评估烟草电源墙的位置(研究1)和POS的反烟草信息(研究2)对初中生(11-17岁)吸烟风险的影响程度。作为该项目的一部分，我们将建造一个试验性的POS便利店，除了出售此类商店中常见的其他产品(例如，苏打水、水、糖果等)外，还将出售烟草产品。这个实验性的POS零售店，或商店实验室，将允许我们以一种高度受控但在外部和生态上有效的方式操纵POS零售环境的关键成分，包括放置烟草电源墙显示器和存在反烟草海报。在这两项研究中，参与者将进入商店实验室，花4分钟挑选并在商店中“购买”价值5美元的(非烟草)产品。离开商店后，他们将完成与他们的烟草使用风险(吸烟风险和无烟烟草风险)相关的项目。研究1将在受试者之间的设计中，通过在POS环境中操纵电源墙展示位置来评估烟草电源墙展示位置对烟草使用风险的影响。将被比较的位置是：收银台后面(收银台)；侧壁陈列，远离收银台(侧壁)；以及隐藏在视野之外的陈列(隐藏)。研究2将检查在POS环境中包括反烟草使用海报的效果，以在受试者之间的设计中检查它们对烟草使用风险的影响。将比较的禁烟海报条件是：没有海报(无)；收银机(收银机)有一张小海报；烟草电力墙显示器(电力墙上)有一张大海报；收银机和电力墙上的海报(加在一起)。我们还将检查任何观察到的商店实验室结构对烟草使用风险的实验影响的心理社会中介。促进对如何最好地减少POS烟草墙展示的影响的理解将为旨在减少青少年烟草使用的监管科学提供信息。

DESCRIPTION (provided by applicant): The Family Smoking Prevention and Tobacco Control Act (TCA; 2009) gave the FDA authority to regulate how tobacco products are advertised. Ongoing legal challenges by the tobacco industry make it difficult to know precisely what kinds of tobacco advertising and marketing regulations will ultimately be permitted. The success of overcoming legal challenges and implementing any TCA-driven advertising regulations is dependent, in part, on the extent to which a given regulatory approach is supported by a strong evidence base. One of the thorniest issues in this regard is how to best regulate retail Point-of-Sale (POS) tobacco advertising. POS advertising includes indoor and outdoor billboard advertising, and prominent, expansive displays of many different types of tobacco products at the POS location (i.e., the tobacco power wall display). The TCA offers broad guidance for states and local communities to regulate the time, place, and manner of advertising at POS, but there is little specific information available as to how to regulate the POS environment to most effectively reduce its effects on adolescent smoking. The overall aim of this research is to experimentally evaluate the extent to which the location of tobacco power wall displays (Study 1) and inclusion of anti-tobacco messages at POS (Study 2) influence tobacco use risk in a middle and high school students (ages 11-17). As part of this project, we will construct an experimental POS convenience store that "sells" tobacco products in addition to other products typically found in such stores (e.g., soda, water, candy, etc.). This experimental POS retail store, or store lab, will allow us to manipulate key ingredients of the POS retail environment, including placement of tobacco power wall displays and presence of anti-tobacco posters, in a highly controlled, but externally and ecologically valid way. In both studies, participants will enter the store lab and spend 4 minutes picking out and "purchasing" $5 worth of (non-tobacco) products in the store. After exiting the store, they will complete items that tap into their tobacco use risk (cigarette smoking risk and smokeless tobacco risk). Study 1 will evaluate the effects of tobacco power wall display location on tobacco use risk by manipulating power wall display location within the POS environment in a between subjects design. The locations that will be compared are: behind the cashier (cashier); side-wall display, away from cashier (side-wall); and display hidden from view (hidden). Study 2 will examine the effects of including anti-tobacco use posters in the POS environment to examine their effects on tobacco use risk in a between subjects design. The anti-tobacco poster conditions that will be compared are: no poster (none); a small poster at the cash register (cash register); a large poster on the tobacco power wall display (power wall); and posters at the cash register and on the power wall (combined). We will also examine psychosocial mediators of any observed experimental effects of store lab structure on tobacco use risk. Advancing an understanding of how to best reduce the effect of tobacco wall displays at POS will inform regulatory science designed to reduce adolescent tobacco use.