Countering E-cigarette Marketing in the Retail Environment among Adolescents and Young Adults

项目摘要/摘要 尽管为限制青少年接触和使用电子烟作出了重大努力，但许多人 青少年和年轻人直接从实体零售店购买电子烟。研究 显示电子烟在零售环境中普遍营销，例如电子烟产品展示， 广告的位置/大小以及价格激励和优惠券增加了青少年对电子烟的易感性 和实际使用。然而，研究并没有直接要求青少年和年轻人确定吸引力 以及零售环境中电子烟营销的影响特征对其电子烟的影响 购买和使用意向。这些数据将支持FDA了解市场对 青少年烟草使用情况，并将通过一个 反营销课，解决零售环境中诱人的电子烟营销特征。 拟议的项目将针对制定反营销课程的三个具体目标。 和监管解决方案：(1)检查青少年和年轻人对电子烟营销的描述 零售环境及其对其电子烟购买和使用行为的影响。(2)找出最多 在影响零售环境的零售环境中，电子烟营销固有的重要、吸引人的特征 青少年和年轻人购买和使用电子烟的意向。(3)目标3.开发和评估 电子烟反营销课程在零售环境中打击营销的有效性 减少青少年使用电子烟的意向和实际使用量。在K99阶段，焦点小组 讨论(目标1)和调查，包括嵌入离散选择实验(目标2)将确定如何 哪些电子烟营销特征会影响青少年和青少年电子烟的购买和销售 使用。目标1和目标2将确定哪些特征需要反营销并将受益于 加强监管。在R00阶段，随机对照试验将随机分配给仅限青少年 达到以下两个条件之一：1)关于电子烟在零售中的营销的在线反营销课程 环境(在此阶段开发)或2)现有的在线电子烟概述课程，以评估影响 关于青少年使用电子烟的意向和实际使用情况(目标3)。该奖项和拟议的研究将 使PI能够在有效的电子烟预防计划和政策解决方案方面增长专业知识，以减少 青少年吸烟是一个长期目标。一项涉及多学科烟草指导的培训计划 烟草预防、营销、政策、调查设计、统计方法和反吸烟方面的控制专家 营销设计和辅助性教学培训将填补烟草监管科学知识的空白 和重要的研究技能，使私家侦探过渡到独立的调查员。通过使用初步的 数据和利用新技能，PI将提交R01补助金，该补助金将检查多组件干预 打击营销，这将大大减少青少年和年轻人电子烟的使用。

PROJECT SUMMARY/ ABSTRACT Despite significant efforts to limit youth from accessing and using electronic cigarettes (e-cigarettes), many adolescents and young adults are directly purchasing e-cigarettes from brick-and mortar retail stores. Studies show that pervasive e-cigarette marketing in the retail environment such as e-cigarette product displays, location/size of advertising, and price incentives and coupons, increase adolescent e-cigarette susceptibility and actual use. However, studies have not directly asked adolescents and young adults to identify appealing and influential characteristics of e-cigarette marketing in the retail environment that impact their e-cigarette purchase and use intentions. Such data will support the FDA’s aim of understanding marketing influences on youth tobacco use and will inform the development of communications to prevent e-cigarette use through a counter-marketing lesson, addressing appealing e-cigarette marketing characteristics in the retail environment. The proposed project will address three Specific Aims towards the development of a counter-marketing lesson and regulatory solutions: (1) Examine adolescents’ and young adults’ descriptions of e-cigarette marketing in the retail environment and its influence on their e-cigarette purchase and use behavior. (2) Identify the most important, appealing characteristics intrinsic to e-cigarette marketing in the retail environment influencing adolescents’ and young adults’ intentions to purchase and use e-cigarettes. (3) AIM 3. Develop and evaluate the effectiveness of an e-cigarette counter-marketing lesson combating marketing in the retail environment to reduce intent to use and actual use of e-cigarettes among adolescents. In the K99 phase, focus group discussions (Aim 1) and surveys including an embedded discrete-choice experiment (Aim 2) will identify how and which e-cigarette marketing characteristics influence adolescent and young adult e-cigarette purchase and use. Aims 1 and 2 will identify which characteristics require counter-marketing and would benefit from strengthened regulation. In the R00 phase, a randomized controlled trial will randomly assign adolescents-only to one of two conditions: 1) an online counter-marketing lesson about e-cigarette marketing in the retail environment (developed in this phase) or 2) an existing online e-cigarette overview lesson to assess influence on adolescents' intent to use and actual use of e-cigarettes (Aim 3). This Award and proposed research will enable the PI to grow expertise in impactful e-cigarette prevention programs and policy solutions to reduce adolescent tobacco use, a long-term goal. A training plan involving mentorship from multidisciplinary tobacco control experts in tobacco prevention, marketing, policy, survey design, statistical methods and counter- marketing design, and complementary didactic training will fill gaps in knowledge of tobacco regulatory science and vital research skills, allowing the PI to transition to an independent investigator. By utilizing preliminary data and leveraging new skills, the PI will submit a R01 grant that will examine a multi-component intervention to combat marketing, which will substantially reduce adolescents’ and young adults’ e-cigarette use.