THE ECONOMICS OF SMOKELESS TOBACCO

描述（由申请人提供）：无烟烟草（ST）已被确定为有害健康。然而，目前还没有研究调查ST广告对ST使用的影响，并且之前很少有关于ST广告目标的研究。关于烟草价格或税收对烟草使用的影响以及与其他尼古丁产品的交叉效应的研究也非常有限。此外，之前没有研究在单一框架下调查与ST、香烟和尼古丁替代疗法（NRT）相关的政策和经济因素的影响。这一项目将首次按人口分组估计性传播产品广告的影响以及与其他尼古丁产品对性传播产品使用的交叉影响。由于吸烟者可能使用ST来尝试戒烟，而新的营销战略正在强调ST是不允许吸烟的情况下的一种替代品，因此这些尼古丁产品之间的相互关系正变得越来越重要。随着全国禁烟令的实施和香烟销量的持续下降，新的ST产品正在向吸烟者推销，供他们在无法吸烟的情况下使用。这些新的ST产品似乎旨在吸引传统市场之外的新的人口细分市场。该项目将分析杂志广告，以确定跨人口细分的ST广告目标的趋势。目标定位的变化代表了营销策略的变化，并预测了未来的使用变化。该项目将提供迄今为止最全面的ST目标和ST广告，价格和政策对ST使用的影响，同时考虑ST，香烟和NRT之间的相互关系。了解广告的人口目标，量化价格、广告、税收和其他政策因素对ST使用的直接影响和交叉影响，对于设计有效的政策反应以减少ST的使用将是重要的。

DESCRIPTION (provided by applicant): Smokeless tobacco (ST) has been determined to be hazardous to health. However, there have been no studies which have examined the impact of ST advertising on ST use and there is very little prior research on the targeting of ST advertising. Research on the effects of ST prices or taxes on ST use and on cross- effects with other nicotine products has also been very limited. Furthermore, no prior studies have investigated the impact of policies and economic factors relating to ST, cigarettes and nicotine replacement therapy (NRT) in a single framework. This project will provide the first estimates, by demographic group, of the effect of ST advertising and cross-effects with other nicotine products on ST use. Since smokers may be using ST to attempt smoking cessation, and new marketing strategies are highlighting ST as an alternative in situations that do not permit smoking, the inter-relationships between these nicotine products are becoming increasingly important. As smoking bans are imposed across the nation and cigarette sales continue to decline, new ST products are being marketed to smokers for use in situations where they are unable to smoke. These new ST products appear to be designed to appeal to new demographic segments beyond the traditional market. This project will analyze magazine advertising to determine trends in the targeting of ST advertising across population segments. Changes in targeting represent changes in the marketing strategy and are predictive of future changes in use. This project will provide the most comprehensive picture to date of ST targeting and the effects of ST advertising, price and policy on ST use, while considering the inter-relationship between ST, cigarettes, and NRT. Understanding the demographic targeting of advertising and quantifying the direct effects and cross-effects of price, advertising, taxes, and other policy factors on ST use will be important in designing effective policy responses to reduce the use of ST. PUBLIC HEALTH RELEVANCE: The decline in smoking has created a new opportunity to market smokeless tobacco (ST) products. This project will provide the most comprehensive picture to date of demographic targeting of ST and the effects of ST advertising, price and policy on ST use. This research will be important in designing effective policy responses to reduce the use of ST.