Assessing IQOS Marketing Influences and Consumer Behavior in Israel: Implications for the US

评估 IQOS 在以色列的营销影响和消费者行为：对美国的影响

• 批准号: 10246189
• 负责人: Carla J Berg
• 金额: $ 40.33万
• 依托单位: GEORGE WASHINGTON UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2019
• 资助国家: 美国
• 起止时间: 2019-09-18 至 2023-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10246189
• 关键词: Accounting; Adopted; Adult; Arts; Behavior; Businesses; Categories; Cities; Country; Data; Diffusion of Innovation; Event; Future; Goals; Industry; International; Interview; Israel; Manufacturer Name; Marketing; Methodology; Methods; Modified Risk Tobacco Product; Nature; Outcome; Perception; Policies; Policy Research; Population; Positioning Attribute; Price; Public Health; Publishing; Reaction; Readiness; Regulation; Research; Sales; Smoking; Statutes and Laws; Structure; Surveillance Methods; Surveys; Technology; Testing; Time; Tobacco; Tobacco Industry; Tobacco use; Translations; Work; aged; base; combustible cigarette; consumer behavior; heated tobacco products; innovation; medical specialties; primary outcome; recruit; secondary outcome; theories; tobacco products; tobacco regulation; tool; uptake; web site

SUMMARY/ABSTRACT The global market has increasingly included heated tobacco products (HTPs). Philip Morris International (PMI) submitted a Premarket Tobacco Application for IQOS, the global HTP leader, and is pursuing Modified Risk Tobacco Product categorization for this product. Given the impending introduction of IQOS into the US market, it is critical to leverage marketing data from other contexts to inform and advance regulatory efforts regarding IQOS. This proposal leverages a scientific premise and a conceptual framework based on a Socioecological Framework, indicating the importance of regulatory contexts and implications for marketing, and Diffusion of Innovation Theory, accounting for marketing strategies and channels, as well as impact on consumer behavior and perceptions. At the policy level, while there are several countries in which IQOS has a presence in the market, Israel is unique in that it represents 3 distinct regulatory contexts: 1) during IQOS’s initial emergence in Israel, it was not categorized as a tobacco product (Dec 2016-Apr 2017); 2) it was classified as a tobacco product in a relatively weak regulatory context (Apr 2017- 2019); and 3) it will be regulated as a tobacco product within new progressive legislation (going into effect beginning 2019). Our study team has been collecting and analyzing IQOS marketing data in Israel since 2016; thus, we are strategically positioned to compare real-world marketing strategies used by PMI in these different regulatory contexts and to examine consumer reactions to this marketing content in both Israel and the US. PMI’s IQOS website suggests targeting at least 4 consumer market segments (business & current events; art, culture & fashion; nature & hiking; innovation & technology). Thus, their marketing content and distribution channels likely reflect these groups. However, these segments may be differentially prioritized by PMI marketing and may be distinct in their likely IQOS use and perceptions. In summary, the Israeli regulatory context and our prior research offers an opportunity to advance US readiness to regulate IQOS marketing. This will be critical, given that independent research is needed, particularly using real-world marketing and borrowing from the industry’s own methods, in order to truly estimate population impact of such products and their marketing. The overall goal of this line of work is to inform tobacco regulatory efforts to minimize population harm of tobacco use. To this end, the immediate objective is to examine IQOS marketing strategies used in Israel during 3 regulatory periods and examine their impact on segments of the Israel and US population. We propose 2 inter-related specific aims: 1) examine IQOS marketing strategies in Israel from its emergence in the Israel market; and 2) examine market segments of Israeli and US adults in relation to IQOS use and/or likelihood of future use. This proposal is responsive to RFA-OD-18-002, focusing on marketing influences and behavior, and involves innovative applications of rigorous methodology. By examining PMI’s IQOS marketing strategies used in the 3 different regulatory periods in Israel and understanding the impact of these strategies on different segments of consumers and the extent to which they generalize to US consumers, findings will provide information to better estimate the potential impact of IQOS and its marketing in the US.

摘要/摘要 全球市场越来越多地包括加热烟草产品(HTP)。菲利普莫里斯国际(PMI)提交 全球HTP领先者iQOS的售前烟草应用，并正在寻求改进的风险烟草产品 此产品的分类。鉴于iQOS即将引入美国市场，利用 来自其他环境的营销数据，以提供信息并推动有关iQOS的监管努力。这项提议充分利用了 科学前提和基于社会生态框架的概念框架，表明 监管背景和对营销的影响，以及创新理论的传播，营销会计 战略和渠道，以及对消费者行为和感知的影响。在政策层面，虽然有 IQOS已进入市场的几个国家，以色列是独一无二的，因为它代表着三个不同的监管机构 背景：1)在iQOS最初出现在以色列期间，它没有被归类为烟草产品(2016年12月至2017年4月)； 2)它被归类为监管相对薄弱的烟草产品(2017-2019年4月)；3)它将被归类为 在新的进步立法中作为烟草产品进行监管(从2019年开始生效)。我们的研究小组已经 自2016年以来一直在以色列收集和分析iQOS营销数据；因此，我们处于战略地位，可以比较 PMI在这些不同的监管背景下使用的现实世界营销策略，并检查消费者对 这一营销内容在以色列和美国都有。PMI的iQOS网站建议至少瞄准4个消费市场 细分市场(商业与时事；艺术、文化与时尚；自然与徒步旅行；创新与科技)。因此，他们的 营销内容和分销渠道可能反映了这些群体。但是，这些分段可能是不同的 以采购经理人指数营销为优先顺序，并可能在可能的iQOS使用和感知方面有所不同。总而言之，以色列 监管背景和我们之前的研究为推进美国监管iQOS营销的准备提供了一个机会。这 将是至关重要的，因为需要独立的研究，特别是使用现实世界的营销和借鉴 行业自己的方法，以便真实地估计这类产品及其营销对人口的影响。整体而言 这项工作的目标是为烟草监管工作提供信息，以最大限度地减少烟草使用对人口的危害。为此， 近期目标是检查以色列在3个监管时期使用的iQOS营销策略，并检查 他们对以色列和美国部分人口的影响。我们提出了两个相互关联的具体目标：1)检验iQOS 从以色列市场的出现开始在以色列的营销战略；以及2)研究以色列和美国的细分市场 成人对iQOS的使用和/或未来使用的可能性。本提案响应RFA-OD-18-002，重点 关于营销的影响和行为，并涉及到严格方法论的创新应用。通过检查 PMI的iQOS营销策略在以色列的3个不同监管时期使用，并了解 这些针对不同细分消费者的策略以及它们在多大程度上适用于美国消费者，调查结果 将提供信息，以更好地估计iQOS及其在美国营销的潜在影响。