THE ECONOMICS OF SMOKELESS TOBACCO

说明(申请人提供)：无烟烟草(ST)已被确定为对健康有害。然而，目前还没有关于ST广告对ST使用的影响的研究，也很少有关于ST广告定向的研究。关于ST的价格或税收对ST的使用以及与其他尼古丁产品的交叉影响的研究也非常有限。此外，以前没有研究在单一框架内调查与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。该项目将按人口统计群体对ST广告的影响以及与其他尼古丁产品的交叉效应对ST使用的影响进行首次估计。由于吸烟者可能正在使用ST尝试戒烟，而新的营销策略正在强调ST在不允许吸烟的情况下是一种替代方案，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卷烟销量的持续下降，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以外的新人口群体。该项目将分析杂志广告，以确定ST广告在不同人群中的目标定位趋势。目标定位的变化代表着营销战略的变化，并预示着未来使用的变化。该项目将提供迄今为止最全面的ST目标图，以及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，并量化价格、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对策以减少ST的使用将是重要的。 与公共健康相关：吸烟的减少为销售无烟烟草(ST)产品创造了新的机会。该项目将提供迄今为止最全面的ST人口目标情况，以及ST广告、价格和政策对ST使用的影响。这项研究将对设计有效的政策应对措施以减少ST的使用具有重要意义。

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.