Prospective effects of electronic cigarette marketing on expectancies and behavior

 描述(申请人提供)：在美国，吸烟是导致死亡的主要原因，也是导致癌症死亡的首要原因。有人担心，过去几十年吸烟人数的减少现在受到电子尼古丁传递系统等非传统烟草产品日益流行的挑战，电子尼古丁传递系统通常被称为电子烟。终端使用对公众健康的影响还不是很清楚，包括它对香烟使用的开始、重新吸收和维持可能产生的影响。目前，Ends在美国面临有限的监管，尤其是Ends的营销不受监管。然而，终端使用的流行率正在迅速增加，特别是在年轻人(18-25岁)中，他们似乎是终端营销的主要目标。目前关于终端营销的研究大多是定性的，集中在描述广告或零售营销的内容上。这些研究表明，推广烟头是为了吸引年轻人，并将其作为香烟的更安全替代品。但几乎没有证据表明烟头营销对年轻人的信念和态度的影响，以及这些信念和态度如何促进烟头的使用，进而促进香烟的使用。阐明Ends营销如何影响年轻人的Ends使用和吸烟行为的机制，可以为制定Ends营销法规以及Ends/烟草控制媒体干预措施提供具体指导。例如，可以告知政策和媒体干预需要控制和应对终端营销的哪些方面。本研究将采用纵向设计和双过程理论框架来确定结果期望和内隐态度在解释末端营销对大学生的末端和卷烟使用进展的影响中的作用，包括卷烟的初始使用和再吸收。在我们的初步研究的指导下，我们特别关注了4个积极的结果预期：社会增强(例如，用来获得人气)、情感调节(例如，用来调节情绪)、积极的感官体验(例如，用来享受味道)和积极的健康后果。与双过程框架一致的是，我们假设自发或自动的过程在决策过程中与更有意识的、反思的过程平行，我们假设营销对末端和香烟使用的影响是由共同代表反思系统的四种类型的预期和代表自发系统的内隐态度所中介或解释的。自发的过程从来没有被评估为烟草产品营销对一般行为的影响，特别是对最终营销的影响的中介。多波纵向设计将有助于对Ends营销如何运作的机制进行严格的因果推断，并有助于调查营销在年轻人随着时间的推移在信念、态度和行为方面的变化中所扮演的角色。因此，这项研究将采用新应用于END研究的强大的理论和方法途径和措施[例如，内隐联想测试(IAT)]来生成目前不存在的高质量信息。

 DESCRIPTION (provided by applicant): Cigarette smoking is a leading cause of mortality in the United States and the foremost cause of cancer deaths. There are concerns that the decrease in cigarette smoking attained over the last several decades is now challenged by the increasing popularity of non-traditional tobacco products such as Electronic Nicotine Delivery Systems (ENDS), commonly referred to as e-cigarettes. The effects of ENDS use on public health are not well understood, including its plausible effects on cigarette use initiation, re-uptake, and maintenance. Currently, ENDS face limited regulations in the U.S. ENDS marketing in particular is not regulated. However, the prevalence of ENDS use is rapidly increasing, especially among young adults (18-25 year olds) who appear to be the main target of ENDS marketing. Current studies on ENDS marketing have been mostly qualitative, focused on characterizing the contents of advertising or retail marketing. These studies suggest that ENDS are being promoted to attract youth/young adults and as safer alternatives to cigarettes. But there is little evidence available on the effects of ENDS marketing on young adults' beliefs and attitudes and how those beliefs and attitudes promote ENDS use, and by extension, cigarette use. Elucidating the mechanisms of how ENDS marketing operates to impact young adults' ENDS use and smoking behavior could provide specific directions to the development of regulations on ENDS marketing as well as ENDS/tobacco control media interventions. For example, policies and media interventions could be informed as to which aspects of ENDS marketing need to be controlled and countered. This research will employ longitudinal design and the dual- process theoretical framework to determine the roles of outcome expectancies and implicit attitudes in explaining the effects of ENDS marketing on ENDS and cigarette use progression among college students, including cigarette use initiation and re-uptake. Guided by our preliminary research, we specifically focus on 4 positive outcome expectancies: social enhancement (e.g., use to gain popularity), affect regulation (e.g., use to regulate feelings), positive sensory experience (e.g., use to enjoy flavors), and positive health consequences. Consistent with the dual-process framework, which posits that spontaneous or automatic processes act parallel in decision-making to more conscious, reflective processes, we hypothesize that the effects of marketing on ENDS and cigarette use are mediated or explained by the 4 types of expectancies, jointly representing the reflective system, and by implicit attitudes, representing the spontaneous system. Spontaneous processes have never been assessed as mediators of the effects of tobacco product marketing on behavior in general and of ENDS marketing in particular. The multi-wave longitudinal design will facilitate rigorous causal inferences regarding the mechanisms of how ENDS marketing operates as well as help investigate marketing's role in young adults' changes in beliefs, attitudes and behavior over time. Thus, this research will employ powerful theoretical and methodological approaches and measures newly applied to ENDS research [e.g., Implicit Association Test (IAT)] to generate high quality information that currently does not exist.