Project 4: Examining product descriptors in Natural American Spirit Cigarette marketing

项目 4：检查天然美国烈酒卷烟营销中的产品描述符

• 批准号: 10251279
• 负责人: Olivia Wackowski
• 金额: $ 39.6万
• 依托单位: UNIVERSITY OF PENNSYLVANIA
• 依托单位国家: 美国
• 财政年份: 2018
• 资助国家: 美国
• 起止时间: 2018-09-14 至 2023-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10251279
• 关键词: Address; Advertising; Affect; Age; American; Attitude; Behavior; Behavioral; Cigarette; Data; Descriptor; Drops; Focus Groups; Health; Health Surveys; Image; Imagery; Intention; Label; Legal; Letters; Light; Marketing; Methods; Monitor; Names; Perception; Policies; Population; Population Assessment of Tobacco and Health; Recording of previous events; Regulation; Relative Risks; Research; Research Project Grants; Risk; Smoker; Smoking; Tars; Testing; Time; Tobacco; Tobacco Industry; Tobacco use; Water; Work; authority; cigarette advertising; combustible tobacco; demographics; design; evidence base; experimental study; longitudinal analysis; non-smoker; response; risk perception; tobacco advertising; tobacco control; tobacco products; tobacco regulatory science; tobacco tar; trend; young adult

Project Summary/Abstract Extensive research has confirmed that cigarettes marketed as “light,” “low tar,” and “mild” were misperceived as having lower risks and in recognition of this, the 2009 Tobacco Control Act (TCA) banned the use of these descriptors in one of its earliest regulatory actions, but did not address other misleading terms that studies have shown also suggest reduced harm for products utilizing them. One of these products is Natural American Spirit (NAS), a heavily advertised and top selling premium cigarette brand popular among young adults that promotes itself to consumers using the terms “additive free,” “natural,” and “organic.” The FDA has taken steps to stop NAS from using the misleading product descriptors “natural” and “additive-free” but the issue remains unsettled. The proposed research project aims to provide additional scientific evidence on the terms “natural,” “additive-free,” and “organic,” use of the claim “natural” as part of the brand name, and the use of written claims that may imply the product is “natural” and “additive-free” (e.g., “ingredients: tobacco and water”). Specifically, we aim to 1) understand consumer perceptions of the NAS brand name, descriptors (e.g, “organic”, “Tobacco Ingredients: Tobacco and Water”), and imagery in NAS advertising by conducting twelve focus groups with young adult (ages 18-24) smokers and nonsmokers, 2) assess the effect of such descriptors in print advertising on cigarette risk perceptions and use intentions among 2400 young adult (18-24) smokers and non-smokers using a between-subjects online experiment, and 3) examine population differences in tobacco perceptions, use intentions, and use between NAS and other brand (OB) smokers, comparing them over time via longitudinal analysis of the Population Assessment of Tobacco and Health (PATH) survey study. Lastly, a secondary aim will be to monitor claims and images used in NAS cigarette advertising with a longitudinal content analysis of NAS print and direct mail advertising using data from our TCORS Tobacco Industry Marketing Core. Overall, this research will fit under the UPENN/Rutgers TCORS Integrative Theme of marketing, advertising and packaging of combusted tobacco products, and will directly address the FDA Center for Tobacco Products Scientific Domains of Marketing Influences and Behavior. The findings from this study will build and advance the evidence base on the impact of misleading terms implying reduced risk to assist the FDA in overcoming legal challenges and/or expanding restrictions on descriptors. By providing research on consumers' meanings and attitudes towards these claims, our findings may also inform tobacco control counter-marketing efforts aimed at reducing their influence.

项目总结/摘要 广泛的研究已经证实，香烟销售的“轻”，“低焦油”，“温和”被误解 由于风险较低，2009年的《烟草控制法》（TCA）禁止使用这些 在其最早的监管行动之一，但没有解决其他误导性的条款，研究 也表明使用它们的产品危害减少。其中一个产品是美国天然 Spirit（NAS）是一个在年轻人中广受欢迎的广告和畅销高档香烟品牌， 使用“无添加剂”、“天然”和“有机”等术语向消费者宣传自己。FDA已经采取措施 阻止NAS使用误导性的产品描述“天然”和“无添加剂”，但问题仍然存在 不安拟议的研究项目旨在为“自然”一词提供更多的科学证据， “无添加剂”、“有机”、使用宣称“天然”作为品牌名称的一部分，并使用书面 可能暗示产品是“天然的”和“不含添加剂”的权利要求（例如，“配料：烟草和水”）。 具体来说，我们的目标是1）了解消费者对NAS品牌名称，描述符（例如， “有机”，“烟草成分：烟草和水”），并在NAS广告图像进行12 年轻成年人（18-24岁）吸烟者和非吸烟者的焦点组，2）评估这些描述符的效果 在2400名年轻成人（18-24岁）吸烟者中， 使用受试者之间的在线实验对吸烟者和不吸烟者进行研究，以及3）检查 NAS和其他品牌（OB）吸烟者之间的烟草感知，使用意图和使用，比较他们 通过对烟草与健康人口评估调查研究的纵向分析， 最后，第二个目标将是监控NAS香烟广告中使用的声明和图像， 使用TCORS烟草公司的数据对NAS印刷品和直邮广告进行纵向内容分析 行业营销核心。总的来说，这项研究将符合UPENN/Rutgers TCORS综合主题， 营销，广告和包装燃烧的烟草产品，并将直接向FDA 烟草产品营销影响和行为的科学领域中心。这一发现 研究将建立和推进关于误导性术语影响的证据基础，这些术语意味着降低风险， 协助FDA克服法律的挑战和/或扩大对描述符的限制。通过提供 研究消费者对这些说法的含义和态度，我们的研究结果也可以告知烟草 控制旨在减少其影响力的反营销努力。