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

年轻人是烟草行业在营销其产品方面的关键目标群体，两者 传统的、新的和新兴的，通常被认为是“安全的”或“危害较小的”。因此，这个领域在很大程度上 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 而且没有误导性。移动电话和短信代表着一种非常有前途的、广泛的 这类消息的传递渠道。美国96%的成年人口可以接触到 移动技术，这一渠道为接触目标受众提供了无与伦比的机会 年轻人。拟议的项目将极大地提高我们对……现状的了解， 认识、态度、接受和理解传统的和新的和 新兴烟草产品(目标1)。该项目将帮助确定文本的最有效组合 用于传达有关烟草产品潜在有害影响的信息的信息框架(目标 2)。最后，该项目将帮助确定和分析意识、态度、接受度和 了解传统烟草、新型烟草和新兴烟草的有害影响和成分 产品(目标3)。这项拟议研究的意义和与公共卫生的相关性很难确定 高估了。烟草行业正变得越来越积极地营销新的烟草产品 对年轻观众特别有吸引力。设计和测试最具影响力的消息至关重要 这将揭穿烟草行业关于其新烟草产品安全性的神话，主要原因是 事实上，这些产品保持着使人上瘾的潜力，往往会导致终身尼古丁依赖。这个 项目的独特性和创新是由其理论框架(阐述)带来的 说服的似然模型)，来自营销和公共卫生的关键信息决定因素的使用 (情感与理性的吸引力和得失的框定)，以及通过手机传递信息。 我们将使用随机重复测量设计，包括三个测量期和两个类别 烟草产品。共有640名社区学院的学生将被随机分配到8名中的一名 文本消息的类型。每种消息类型都将使用深度、感染力 和装框。在纵向方式中，我们将确定提供以下特性的最佳组合 最具影响力的信息。重要的是，这项研究将提供关于如何沟通的重要线索 告知烟草产品和烟草使用情况，包括风险、有害和潜在有害成分； 新的和新兴的烟草产品，以及潜在的经修改的风险烟草产品应传达给 这样对年轻人来说是可以理解的，也不会产生误导。这项调查很可能会有结果 影响到最大限度地发挥手机技术潜力等重要领域 烟草控制和帮助培养新的非烟草使用一代的美国人。

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.