Perceptions and Impact of Modified Risk Tobacco Product Communication Messages

摘要 可燃香烟是最致命的烟草形式，但公众对其相关成员存在误解。 鼻烟和电子烟等危害较低的产品的风险较低。因此，烟草控制专业人员已经 主张让吸烟者更好地了解这些降低的风险，因为这可能有助于改用 这些降低了可燃香烟产生的风险的产品，以及随后的减少危害的好处(例如， 肺癌风险)。烟草公司也开始向FDA申请许可，以减少 他们的广告中存在风险索赔，随着该行业将市场推向 与香烟相比，开发风险更低的产品。然而，人们对如何解决这些问题知之甚少 传达降低风险(RR)的烟草信息、应放置烟草的位置、消费者可能 感知它们，以及它们可能产生的影响。只有几项研究开始探索RR的影响 作为无烟烟草或电子烟广告的福利声明而展示的信息，或展示的 在广告上要求的警告标签内。没有研究将一种方法与另一种方法进行比较，也没有 它们对重要结果的潜在不同影响，例如感知的消息来源、可信度、召回 风险认知，并使用意图。同样，关于烟草降低风险的影响的研究也很少。 包括在教育类材料中的信息，如情况说明书。与广告相反，健康教育 原料可能会让消费者更充分地了解潜在的风险和与香烟相关的风险， 并可由卫生组织使用或用作包装插入物。因此，这项研究的总体目标是 促进对降低风险烟草产品的沟通的了解。具体目标是：1) 为短和长通信格式开发烟草降低风险的信息；2)比较 降低风险的消息以广告收益索赔的形式呈现，而不是在广告警告标签内显示，以及3)检查 降低风险信息的鼻烟和电子烟教育情况说明书的影响。该项目旨在 及时填补重要的研究空白，并产生能够立即产生重大影响的实际成果 用于指导烟草风险沟通和烟草发展的行业法规 涉及烟草产品相对风险的教育材料。

ABSTRACT Combustible cigarettes are the most deadly form of tobacco, but public misperceptions exist about the relative risk of lower harm products such as snus and e-cigarettes. As such, tobacco control professionals have advocated that smokers be better informed of these reduced risks given that this may facilitate switching to these reduced risk products from combustible cigarettes, and subsequent harm-reduction benefits (e.g., lower lung cancer risk). Tobacco companies are also beginning to apply to the FDA for permission to make reduced risk claims in their advertising, and this trend is likely to continue as the industry moves the market towards developing products with reduced risks relative to cigarettes. However, very little is known about how to communicate reduced risk (RR) tobacco messages, where they should be placed, how consumers might perceive them, and what their effects might be. Only a few studies have begun exploring the impact of RR messages presented as a benefit claim on smokeless tobacco or e-cigarette advertisements, or presented within a warning label that is required on ads. No studies have compared one approach versus the other, nor their potentially different impacts on important outcomes such as perceived message source, credibility, recall, risk perceptions, and use intentions. Similarly, little research exists on the impact of tobacco reduced risk information included in educational types of materials, such as fact sheets. In contrast to ads, health education materials may give consumers a fuller understanding of both the potential risks and risks relative to cigarettes, and could be used by health organizations or act as packaging inserts. As such, the overall goal of this study is to advance understanding of communication about reduced risk tobacco products. The specific aims are to: 1) develop tobacco reduced risk messages for short and long communication formats; 2) compare the impact of reduced risk messages presented as ad benefit claims versus within ad warning labels and 3) examine the impact of snus and e-cigarette educational fact sheets with reduced risk information. This project aims to address an important and timely research gap and produce high impact practical results that can immediately be used to guide industry regulations on tobacco risk communication and the development of tobacco educational materials that address relative tobacco product risks.