Advancing Communication Science to Reduce Disparities in Young Adult Cigar Use

推进传播科学，减少年轻人雪茄使用的差异

• 批准号: 10665867
• 负责人: Adam O Goldstein
• 金额: $ 71.58万
• 依托单位: UNIV OF NORTH CAROLINA CHAPEL HILL
• 依托单位国家: 美国
• 财政年份: 2023
• 资助国家: 美国
• 起止时间: 2023-09-30 至 2028-08-31
• 项目状态: 未结题
• 来源: https://reporter.nih.gov/project-details/10665867
• 关键词: Adult; Age; Area; Attention; Attitude; Behavior; Belief; Black Populations; Black race; Cellular Phone; Cigar; Cigarette; Communication; Consumption; Crowding; Development; Disparity; Environment; Exposure to; Focus Groups; Goals; High Prevalence; Instagram; Investigation; Learning; Literature; Malignant Neoplasms; Malignant neoplasm of esophagus; Malignant neoplasm of larynx; Malignant neoplasm of lung; Measures; Methods; Participant; Play; Population; Process; Published Comment; Race; Randomized, Controlled Trials; Reduce health disparities; Regulation; Research; Role; Science; Smoke; Surveys; Technology; Testing; Time; Tobacco; Tobacco Use Cessation; Tobacco use; Vulnerable Populations; Work; addiction; arm; behavior change; cigarette smoking; cigarillos; design; digital; digital media; disparity reduction; effectiveness evaluation; experimental study; insight; malignant mouth neoplasm; primary outcome; secondary outcome; social media; theories; tobacco products; tobacco regulatory science; visual tracking; young adult

ABSTRACT: PROJECT 1 Almost 9 million US adults currently smoke cigars, which cause multiple cancers, including oral, esophageal, laryngeal, and lung cancer. Over the last two decades, while cigarette consumption declined 48%, cigar consumption increased 115%, mostly due to increased use of little cigars and cigarillos (LCCs). LCC rates are highest in young adults (YA) ages 18-29, with disproportionately higher prevalence among Black YAs. Communication campaigns have played powerful roles in reducing cigarette use, but no national campaigns have yet focused on cigar or LCC use. There has been little research in communication science to reduce LCC use, especially in social media, where YAs spend substantial time. Research is needed on identifying the themes most likely to reduce LCC use; whether changing incorrect beliefs about flavors, harm, and addiction is an effective approach; and how to increase attention and engagement with digital messages. These advances will help reduce disparities in LCC use if done with a content co-creation approach, including involving Black and other YAs in the development process. This project’s goal is to advance communication science to inform campaigns to decrease YA LCC use, especially among Black YAs. This aligns with the UNC TCORS integrative theme of building the science for effective regulation of and communication about tobacco products disproportionately used by priority populations, including cigars. Project 1’s Aim 1 develops potentially impactful theory-driven communication themes for reducing LCC use among YA LCC users. The team will identify a comprehensive set of beliefs about LCC use and use a national survey to determine which beliefs about LCC use are most promising to develop campaign messages that are then vetted with YA LCC user focus groups. Aim 2 tests digital ad design features and messaging to identify those ads that maximize attention and engagement among YA LCC users. The research team will work with design professionals to create Instagram-like LCC ads for the messages and enhance them with design features to increase attention and engagement. These ads will then be refined with focus groups and used in an eye-tracking experiment on smartphones to compare digital LCC messages with and without the enhanced design features in a simulated Instagram environment. Aim 3 conducts a multi-week randomized controlled trial to determine the effectiveness of digital campaign ads with enhanced design features in promoting increased quit intentions among YA LCC users. Participants in the trial will be exposed to Instagram-like enhanced LCC campaign digital ads or control ads. The research team is optimally prepared for this project based on unique expertise in cigar communication, message and campaign development, and reducing disparities. The proposed studies respond to the RFA’s Communication and Behavior domains and will inform communication campaigns to reduce LCC and other tobacco use and advance methods to reduce tobacco-related disparities.

摘要：项目1 目前将近900万美国成年人抽雪茄，这些雪茄会引起多种癌症，包括口服食管， 喉和肺癌。在过去的二十年中，香烟消费量下降了48％，雪茄 消费量增加了115％，这主要是由于使用小雪茄和雪茄（LCC）的使用增加。 LCC费率是 在18-29岁的年轻人（YA）中最高，黑色YA的患病率不成比例。 沟通运动在减少香烟的使用方面发挥了强大的作用，但没有全国运动 尚未专注于雪茄或LCC使用。传播科学的研究很少，以减少LCC 使用，尤其是在社交媒体上，Yas花费大量时间。需要研究确定 主题最有可能减少LCC的使用；改变不正确是否相信口味，伤害和成瘾是 一种有效的方法；以及如何增加关注和参与数字信息。这些进步 如果使用内容共同创建方法，包括涉及黑色，将有助于减少LCC使用中的分布 以及在开发过程中的其他YA。该项目的目标是推进传播科学以告知 减少YA LCC使用的运动，尤其是在黑色YA中。这与UNC TCORS保持一致 建立科学的综合主题，以有效监管烟草产品和沟通 包括雪茄在内的优先人群不成比例地使用。项目1的目标1可能会发展 有影响力的理论驱动的沟通主题，用于减少YA LCC用户的LCC使用。团队会 确定有关LCC使用的全面信念，并使用全国调查来确定哪些信念 关于LCC的使用是最有希望开发的活动消息，然后将其与YA LCC用户进行审查 焦点小组。 AIM 2测试数字广告设计功能和消息传递，以识别最大化的广告 YA LCC用户的关注和参与。研究团队将与设计专业人员合作 为消息创建类似Instagram的LCC广告，并使用设计功能增强它们以增加关注 和参与。然后，这些广告将通过焦点组进行完善，并用于眼睛跟踪实验 智能手机在模拟中比较有或没有增强设计功能的数字LCC消息 Instagram环境。 AIM 3进行了多周的随机对照试验，以确定 具有增强设计功能的数字广告广告的有效性在促进增加意图方面增加了 在YA LCC用户中。试验的参与者将接触类似Instagram的增强型LCC运动 数字广告或控制广告。研究团队根据独特的专业知识为该项目做好了为该项目做准备的 雪茄通信，消息和运动开发以及减少分布。提出的研究 回应RFA的沟通和行为领域，并将为沟通活动提供信息 减少LCC和其他烟草使用和推进方法，以减少与烟草相关的差异。