Perceptions and Impact of Modified Risk Tobacco Product Communication Messages

摘要 可燃香烟是最致命的烟草形式，但公众对这种相对存在误解。 低危害产品的风险，如鼻烟和电子烟。因此，烟草控制专业人员 主张吸烟者更好地了解这些降低的风险，因为这可能有助于转换为 这些来自可燃香烟的风险降低的产物，以及随后的减少危害的益处（例如，低 肺癌风险）。烟草公司也开始向FDA申请许可， 风险索赔在他们的广告，这一趋势很可能会继续作为行业移动市场走向 开发相对于香烟风险更低的产品。然而，人们对如何 传达降低风险（RR）的烟草信息，它们应该放在哪里，消费者如何 感知它们，以及它们的影响。只有少数研究已经开始探索RR的影响 在无烟烟草或电子烟广告中作为利益声明呈现的信息，或 在广告上要求的警告标签内。没有研究比较一种方法与另一种方法， 它们对重要结果的潜在不同影响，如感知信息来源、可信度、回忆， 风险认知和使用意图。同样，几乎没有关于烟草降低风险的影响的研究。 包括在教育类材料中的信息，如概况介绍。与广告相反，健康教育 材料可以使消费者更充分地了解潜在的风险和与香烟有关的风险， 并且可以被健康组织使用或用作包装插页。因此，本研究的总体目标是 促进对降低烟草产品风险的沟通的理解。具体目标是：1） 制定烟草降低风险信息的短和长传播格式; 2）比较 与广告警告标签内相比，以广告效益声明形式呈现的风险降低信息，以及3）检查 含降低风险信息的鼻烟和电子烟教育情况说明书的影响。该项目旨在 解决一个重要的和及时的研究差距，并产生高影响力的实际结果，可以立即 用于指导烟草风险沟通和烟草发展的行业法规 针对烟草产品相对风险的教育材料。

ABSTRACT Combustible cigarettes are the most deadly form of tobacco, but public misperceptions exist about the relative risk of lower harm products such as snus and e-cigarettes. As such, tobacco control professionals have advocated that smokers be better informed of these reduced risks given that this may facilitate switching to these reduced risk products from combustible cigarettes, and subsequent harm-reduction benefits (e.g., lower lung cancer risk). Tobacco companies are also beginning to apply to the FDA for permission to make reduced risk claims in their advertising, and this trend is likely to continue as the industry moves the market towards developing products with reduced risks relative to cigarettes. However, very little is known about how to communicate reduced risk (RR) tobacco messages, where they should be placed, how consumers might perceive them, and what their effects might be. Only a few studies have begun exploring the impact of RR messages presented as a benefit claim on smokeless tobacco or e-cigarette advertisements, or presented within a warning label that is required on ads. No studies have compared one approach versus the other, nor their potentially different impacts on important outcomes such as perceived message source, credibility, recall, risk perceptions, and use intentions. Similarly, little research exists on the impact of tobacco reduced risk information included in educational types of materials, such as fact sheets. In contrast to ads, health education materials may give consumers a fuller understanding of both the potential risks and risks relative to cigarettes, and could be used by health organizations or act as packaging inserts. As such, the overall goal of this study is to advance understanding of communication about reduced risk tobacco products. The specific aims are to: 1) develop tobacco reduced risk messages for short and long communication formats; 2) compare the impact of reduced risk messages presented as ad benefit claims versus within ad warning labels and 3) examine the impact of snus and e-cigarette educational fact sheets with reduced risk information. This project aims to address an important and timely research gap and produce high impact practical results that can immediately be used to guide industry regulations on tobacco risk communication and the development of tobacco educational materials that address relative tobacco product risks.