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

项目总结/摘要 尽管为限制青少年接触和使用电子烟（电子烟）做出了重大努力，但许多 青少年和年轻人直接从实体零售店购买电子烟。研究 显示了在零售环境中普遍电子烟营销， 广告的位置/大小，价格激励和优惠券，增加青少年电子烟的易感性 实际使用。然而，研究并没有直接要求青少年和年轻人识别有吸引力的 以及影响其电子烟的零售环境中电子烟营销的有影响力的特征 购买和使用意向。这些数据将支持FDA了解营销对以下方面影响的目标： 青少年烟草使用，并将通过一个 反营销课程，解决零售环境中吸引人的电子烟营销特点。 拟议的项目将涉及三个具体目标，以制定反营销课程 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， 零售环境及其对电子烟购买和使用行为的影响。(2)查明最 重要的，有吸引力的特点，内在的电子烟营销在零售环境的影响 青少年和年轻人购买和使用电子烟的意图。(3)AIM 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图和实际使用。在K99阶段，焦点小组 讨论（目标1）和调查，包括嵌入式离散选择实验（目标2）将确定如何 以及哪些电子烟营销特征影响青少年和年轻成年人的电子烟购买， 使用.目标1和2将确定哪些特征需要反营销，并将受益于 加强监管。在R 00阶段，随机对照试验将仅随机分配受试者 两个条件之一：1）关于零售电子烟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 青少年使用电子烟的意图和实际使用情况（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积累专业知识， 青少年吸烟是一个长期目标。由多学科烟草专家提供指导的培训计划 烟草预防、营销、政策、调查设计、统计方法和反 营销设计和补充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PI过渡到一个独立的研究者。利用初步 数据和利用新技能，PI将提交R 01补助金，以检查多组分干预 打击营销，这将大大减少青少年和年轻人的电子烟使用。

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.