Modeling the Effect of Cigarette Advertising on Adolescent Smoking

描述（由申请人提供）：横断面和前瞻性研究的结果表明，接触香烟广告和营销的增加与青少年吸烟行为的增加有关。尽管有这些发现，关于香烟广告和营销的影响的关键问题仍然没有答案：接触香烟广告和营销是否会导致青少年吸烟？在向青少年宣传和推销香烟方面，有些媒体比其他媒体更有效吗？通过多种媒体渠道接触广告/营销的效果是否比通过单一渠道接触的效果更强？某些青少年群体是否比其他群体更容易受到香烟广告和营销的影响？什么心理过程介导和缓和广告曝光对青少年吸烟的影响？本研究将进行一项随机对照实验，操纵暴露于不同类型的香烟广告/营销，并评估暴露于实验室中从不吸烟的青少年随后吸烟意图的影响。我们将从不吸烟的青少年随机分配到四种类型的香烟广告暴露条件之一：通过杂志广告暴露，通过电影吸烟暴露，通过杂志和电影广告暴露，或没有暴露。因此，本研究将采用2（杂志暴露：中性，活动）× 2（电影暴露：中性，活动）受试者间设计。此外，我们还将测量关键的中介变量和调节变量。这个实验的设计将使我们能够回答该领域的关键问题：暴露于香烟广告是否会导致吸烟意图？通过杂志接触香烟广告的影响比通过电影接触香烟广告的影响大还是小？通过不同媒体渠道的广告效果是叠加的还是交互的？通过什么样的心理过程，暴露于广告对青少年产生影响，以及什么样的个体差异变量使青少年处于香烟广告影响的特定风险中？这项研究的结果对于为下一代青少年提供预防吸烟和媒体素养计划至关重要。 公共卫生相关性：接触香烟广告（例如在杂志和电影中）与青少年吸烟的增加有关，但该领域不知道为什么或如何接触影响青少年。了解香烟广告如何以及为什么会影响青少年，对于为针对青少年的更有效的吸烟预防计划提供信息至关重要。本研究将通过实验研究杂志上的香烟广告和电影中的吸烟对从不吸烟的青少年的吸烟想法和感受的联合影响，为这些如何和为什么的问题提供答案。

DESCRIPTION (provided by applicant): Findings from both cross-sectional and prospective studies have documented that increased exposure to cigarette advertising and marketing is associated with increases in adolescent smoking behavior. Despite these findings, critical questions about the effects of cigarette advertising and marketing remain unanswered: Does exposure to cigarette advertising and marketing causally contribute to adolescent smoking? Are some media more effective than others at advertising and marketing cigarettes to adolescents? Is the effect of exposure to advertising/marketing via multiple media channels stronger than the effect of exposure via a single channel? Are some groups of adolescents more at risk to the effects of cigarette advertising and marketing than others? What psychological processes mediate and moderate the effects of advertising exposure on adolescent smoking? This research will execute a randomized controlled experiment that manipulates exposure to different types of cigarette advertising/marketing and evaluates the effect of that exposure on subsequent smoking intentions in never smoking adolescents in the laboratory. We will randomly assign never smoking adolescents to one of four types of cigarette advertising exposure conditions: exposure via magazine advertising, exposure via smoking in movies, exposure via both magazine and movie advertising, or no exposure. Thus, this study will employ a 2 (magazine exposure: neutral, active) X 2 (movie exposure: neutral, active) between-subjects design. In addition, we will measure key mediating and moderating variables. The design of this experiment will allow us to answer critical questions for the field: Does exposure to cigarette advertising causally contribute to smoking intentions? Is the effect of exposure to cigarette advertising via magazines greater or lesser than the effect of exposure to cigarette advertising via movies? Are the effects of advertising via different media channels additive or interactive? What are the psychological processes through which exposure to advertising has its effects on adolescents, and what individual differences variables place adolescents at specific risk to the effects of cigarette advertising? The results of this research are critical to informing the next generation of smoking prevention and media literacy programs for adolescents. PUBLIC HEALTH RELEVANCE: Exposure to cigarette advertising (for example in magazines and movies) has been associated with increases in adolescent smoking, but the field does not know why or how exposure affects adolescents. Understanding how and why cigarette advertising affects adolescents is crucial for informing more effective smoking prevention programs aimed at adolescents. This research will experimentally investigate the joint effects of exposure to cigarette advertising in magazines and smoking in movies on never smoking adolescents' thoughts and feelings about smoking to provide answers to these how and why questions.