Project 3: Informing and Correcting Perceptions Regarding Tobacco Produ p231-274

年轻人是烟草业在推销其产品方面的一个关键目标群体， 传统的和新的和新兴的，往往被视为“安全”或“危害较小”。“因此，该领域是在伟大的 需要新的、有影响力的信息活动，向年轻人传递易于理解的信息 而不是误导。移动的电话和短信代表了一个非常有前途的，广泛的 这类信息的传递渠道。美国96%的成年人都可以使用 移动的技术，这个渠道提供了无与伦比的机会，达到目标受众， 年轻人拟议的项目将大大提高我们对目前状况的认识， 认识、态度、接受能力和理解传统和新的有害影响， 新兴烟草产品（目标1）。该项目将有助于确定最有效的文本组合 烟草制品潜在有害影响信息交流的信息框架（Aim 2）。最后，该项目将有助于识别和分析意识，态度，接受性， 了解传统烟草以及新兴烟草的有害影响和成分 产品（目标3）。拟议研究的重要性和与公共卫生的相关性很难确定。 估计过高。烟草业在销售新的烟草产品方面越来越活跃， 特别吸引年轻观众。设计和测试最具影响力的信息至关重要 这将揭穿烟草业关于其新烟草产品安全性的神话，主要是由于 事实上，这些产品保留了其成瘾潜力，往往导致终身尼古丁依赖。的 该项目的独特性和创新性是由其理论框架（EIFE）带来的 说服力模型），使用营销和公共卫生的关键信息决定因素 （情感诉求与理性诉求以及收益框架与损失框架），以及通过移动的电话的消息传递。 我们将采用随机重复测量设计，包括三个测量期和两类 烟草制品.共有640名社区大学生将被随机分配到八个 类型的文本消息。每种信息类型都将使用深度，吸引力， 和框架。在纵向的方式，我们将确定最佳组合的特点，提供 最具影响力的信息重要的是，这项研究将提供重要的线索， 宣传烟草制品和烟草使用，包括风险、有害和潜在有害成分， 新的和正在出现的烟草产品，以及潜在的风险改变的烟草产品，应传达给 年轻的成年人，以便它是可以理解的，而不是误导。这次调查很可能会有结果 影响到诸如充分利用移动的电话技术潜力等重要领域， 烟草控制和帮助提高新一代的非烟草使用的美国人。

Young adults are a key target group for the tobacco industry with respect to marketing their products, both conventional and new and emerging, often perceived as "safe" or "less harmful." Therefore, the field is in great need for new, impactful information campaigns that deliver messages to young adults that are easy-to understand and not misleading. Mobile phones and text messaging represent a highly promising, widespread channel of delivery for such messages. With 96% of the adult population of the United States having access to the mobile technology, this channel offers unparalleled opportunities for reaching the targeted audience of young adults. The proposed project will considerably advance our knowledge on the current status of , awareness, attitudes, receptivity, and comprehension of the harmful effects of conventional and new and emerging tobacco products (Aim 1). The project will help to identify the most effective combinations of text message framing for communicating information about the potential harmful effects of tobacco products (Aim 2). Finally, the project will help identify and analyze key moderators of awareness, attitudes, receptivity, and understanding of the harmful effects and constituents of conventional as well as new and emerging tobacco products (Aim 3). The significance of the proposed research and relevance to public health is difficult to overestimate. The tobacco industry is becoming increasingly active in marketing new tobacco products with special appeal to younger audiences. It is critically important to design and test the most impactful messages that would debunk the tobacco industry's myths regarding their new tobacco products' safety, primarily due to the fact that these products retain their addictive potential often leading to lifelong nicotine dependence. The unique features and innovation of the project are brought about by its theoretical framework (Elaboration Likelihood Model of Persuasion), the use of the key message determinants from marketing and public health (emotional versus rational appeal and gain- versus loss-framing), and the message delivery via mobile phones. We will utilize a randomized repeated measures design with three measurement periods and two categories of tobacco products. A total of 640 community college students will be randomly assigned to receive one of eight types of text messages. Each message type will be constructed using a unique combination of depth, appeal, and framing. In a longitudinal fashion, we will identify the optimal combination of characteristics that deliver the most impactful messages. Importantly, this study will provide important clues on how communications informing about tobacco products and tobacco use, including risk, harmful and potentially harmful constituents, new and emerging tobacco products, and potential modified-risk tobacco products should be conveyed to the young adults so that it is understandable and not misleading. This investigation is likely to produce results affecting such important areas as utilizing the mobile phone technology's potential to the fullest extent in tobacco control and helping to raise the new non-tobacco using generation of Americans.