The Impact of E-cigarette Marketing Features on Youths' E-cigarette Perceptions and Use Intentions

电子烟营销特征对青少年电子烟认知和使用意愿的影响

• 批准号: 10700863
• 负责人: Michelle Jeong
• 金额: $ 18.96万
• 依托单位: RUTGERS BIOMEDICAL AND HEALTH SCIENCES
• 依托单位国家: 美国
• 财政年份: 2019
• 资助国家: 美国
• 起止时间: 2019-09-01 至 2024-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10700863
• 关键词: Address; Adolescent; Affect; Age; Attention; Behavioral; Brain; Code; Color; Complement; Development; Electronic cigarette; Exposure to; Focus Groups; Future; Goals; Grant; Guidelines; Image; Industry; Informal Social Control; JUUL; Language; Marketing; Measures; Methodology; Methods; Modified Risk Tobacco Product; Monitor; Nicotine; Patient Self-Report; Pattern; Perception; Persons; Poison; Printing; Reaction; Regulation; Research; Research Design; Research Personnel; Risk; Sales; Scientist; Smoker; Smoking; Source; Surveys; Technology; Testing; Text; Time; Tobacco Industry; Tobacco use; Training; Update; Work; Youth; addiction; career; cigarette advertising; combustible cigarette; combustible tobacco; e-cigarette aerosols; electronic cigarette use; electronic cigarette user; experimental study; gaze; interest; nicotine exposure; novel; prevent; response; tobacco products; tobacco regulatory science; trend; uptake; vaping; vaping nicotine; visual tracking; warning label

PROJECT SUMMARY/ABSTRACT E-cigarettes are the most commonly used tobacco product among youth, and can pose various risks among youth. Exposure to branded e-cigarette marketing and marketing features, such as the use of color, use of people in images, and language specifically targeting smokers, likely contributes to youths’ e-cigarette-related perceptions and use intentions. A better understanding of how these features work, and how they interact with the required nicotine warning on e-cigarette marketing material, will help to inform future regulatory efforts pertaining to marketing, and may also serve as guidelines for industry self-regulation. In addition, the field is in need of new study designs that will complement existing methods to accurately assess the impact of e- cigarette marketing. Thus, the overarching goal of my proposed research is to determine the impact of branded e-cigarette marketing features on youths’ e-cigarette perceptions and use intentions, relying on a triangulation of methods. In Aim 1, I will conduct a longitudinal content analysis of e-cigarette print, online, and point-of-sale marketing material, to monitor the potential for youth exposure to e-cigarette marketing and to detect changing trends in e-cigarette marketing over time. In Aim 2, I will assess the impact of different branded e-cigarette marketing features on youths’ e-cigarette perceptions and use intentions via two activities. First, I will conduct four online focus groups with youth (13-17) non-current users of e-cigarettes, to qualitatively understand their perceptions about e-cigarettes and branded e-cigarette marketing. Findings will inform the development of a survey instrument for the next activity, in which I will conduct a 2x2x2 online survey experiment with 600 youth (13-17) non-current users of e-cigarettes to quantitatively test the effects of use of color, use of people in images, and smoker-targeting language on e-cigarette perceptions and use intentions. In Aim 3, I will supplement the findings from Aim 2 with objective measures of attention, assessed with eye tracking technology. In this pilot eye tracking study with 60 youth (13-17) non-current users of e- cigarettes, I will examine dwell time and gaze patterns to explore the effects of use of people in images and smoker-targeting language, as well as whether these features undermine attention paid to the nicotine warning. This research addresses FDA CTP’s priority scientific interest in understanding marketing influences, particularly on youth initiation in the context of industry marketing of novel and/or potential modified risk tobacco products. In addition, this K01 will allow me to achieve my long-term career goal of becoming a leading behavioral scientist in tobacco regulatory science by providing training in a new content area, i.e., industry marketing, and new methodologies, i.e., focus groups, content analyses, and eye tracking, and supporting my transition to becoming an independent researcher. The proposed research will allow me to work towards an R01 grant that will examine potential regulatory solutions to mitigate the impact of tobacco industry marketing of potential modified risk tobacco products on youth.

项目摘要/摘要 电子烟是年轻人最常用的烟草产品，在青少年中 青春年华。接触品牌电子烟的营销和营销功能，如使用色彩、使用 图片中的人，以及专门针对吸烟者的语言，可能会导致年轻人与电子烟相关 感知和使用意图。更好地了解这些功能如何工作，以及它们如何与 电子烟营销材料上所要求的尼古丁警告，将有助于为未来的监管努力提供信息。 与市场营销有关，也可作为行业自律的指南。此外，该领域还在 需要新的研究设计来补充现有方法，以准确评估e- 卷烟营销。因此，我提出的研究的首要目标是确定 品牌电子烟营销特征对青少年对电子烟的感知和使用意向、依赖 关于三角测量的方法。在目标一中，我将对电子烟印花进行纵向内容分析， 在线和销售点营销材料，以监测年轻人接触电子烟的可能性 并发现随着时间的推移电子烟营销的变化趋势。在目标2中，我将评估 不同品牌电子烟营销特征对青少年电子烟认知和使用意向的影响 活动。首先，我将对13-17岁的青少年(非当前电子烟使用者)进行四个在线焦点小组，以 定性地了解他们对电子烟和品牌电子烟营销的看法。调查结果将 通知开发下一项活动的调查工具，我将在网上进行2x2x2 对600名13-17岁非当前电子烟使用者的调查实验，以定量检验电子烟的效果 颜色的使用，图像中人物的使用，以及针对吸烟者的语言对电子烟的感知和使用 意图。在目标3中，我将用客观的注意力测量来补充目标2的结果。 使用眼球跟踪技术。在这项对60名年轻人(13-17岁)进行的眼球跟踪试点研究中，非当前用户使用e- 香烟，我将研究停留时间和凝视模式，以探索在图像和图像中使用人的影响 针对吸烟者的语言，以及这些特征是否会破坏人们对尼古丁的关注 警告。这项研究解决了FDA CTP在理解市场营销方面的优先科学兴趣 影响，特别是在小说和/或潜力的行业营销背景下对青年成长的影响 改性风险烟草产品。此外，这款K01将让我实现我长期的职业目标 通过提供新内容的培训，成为烟草监管科学领域的领先行为科学家 领域，即行业营销，以及新方法，即焦点小组、内容分析和眼球跟踪， 并支持我向独立研究人员的转变。拟议的研究将使我能够 致力于R01拨款，以审查潜在的监管解决方案，以减轻烟草的影响 针对青少年的潜在改性风险烟草产品的行业营销。

项目成果

Examining Visual Attention to Tobacco Marketing Materials Among Young Adult Smokers: Protocol for a Remote Webcam-Based Eye-Tracking Experiment.

• DOI: 10.2196/43512
• 发表时间: 2023-04-13
• 期刊: JMIR RESEARCH PROTOCOLS
• 影响因子: 1.7
• 作者: Chen-Sankey, Julia;Elhabashy, Maryam;Gratale, Stefanie;Geller, Jason;Mercincavage, Melissa;Strasser, Andrew A.;Delnevo, Cristine D.;Jeong, Michelle;Wackowski, Olivia A.
• 通讯作者: Wackowski, Olivia A.