Exploring Differences in Youth Perceptions of the Effectiveness of Electronic Cigarette Television Advertisements
Exploring Differences in Youth Perceptions of the Effectiveness of Electronic Cigarette Television Advertisements
复制标题
DOI：
10.1093/ntr/ntv264
复制
发表时间：
2016-05-01
影响因子：
4.7
通讯作者：
Farrelly, Matthew C.
中科院分区：
文献类型：
--
作者：
Duke, Jennifer C.;Allen, Jane A.;Farrelly, Matthew C.
简介：研究表明，接触电视电子烟（电子烟）广告有助于最近年轻人使用电子烟的增加。本研究探讨了对电子烟广告的看法和态度之间的关系，并打算使用电子烟的青少年谁从来没有使用过e-cigaretts.Methods：在2014年5月，我们进行了一项在线调查的5020青少年年龄在13至17。参与者被随机分配回答有关他们在观看电子烟广告之前或之后对使用电子烟的态度和意图的问题。在广告曝光后测量广告的感知效果（PE）。普通最小二乘模型被用来评估PE和研究outcome.Results之间的关系：在从不使用电子烟的人群中，更大的PE与对电子烟的积极态度（B = 0.74，P < .001）和使用电子烟的意图（B = 0.16，P < .001）相关。研究结果表明，PE是预测的结果控制的学习条件，青年人口统计学和媒体使用variables.Conclusions：广告曝光后，从未使用过电子烟的青年以前认为电子烟更酷，更有趣，更健康，更愉快。认为广告更有效的年轻人更有可能对电子烟持积极态度，并且更有意愿在未来尝试电子烟。限制电视上的电子烟广告可能会减少youth.Implications中的电子烟启动：以前的研究表明，在成年人中，PE是在一系列行为的实际广告效果的前提。据我们所知，这是第一个研究，以文件之间的关系体育和广告效果的青年。它提供的证据表明，PE可能是一个有用的工具，以量化广告对青年的潜在影响，在这种情况下，广告的目的是推销一种消费品，可能是有害的青年，但也可以用来发展公共卫生运动。
Introduction: Studies suggest that exposure to televised electronic cigarette (e-cigarette) advertising contributes to the recent increase in e-cigarette use among youth. This study examines the relationship between perceptions of e-cigarette advertisements and attitudes toward and intentions to use e-cigarettes among youth who had never used e-cigarettes.Methods: In May 2014, we conducted an online survey of 5020 youth aged 13 to 17. Participants were randomly assigned to answer questions about their attitudes toward and intentions to use e-cigarettes before or after viewing e-cigarette advertisements. Perceived effectiveness (PE) of advertisements was measured after ad exposure. Ordinary least squares models were used to assess the relationship between PE and study outcomes.Results: Among never e-cigarette users, greater PE was associated with more positive attitudes toward e-cigarettes (b = 0.74, P < .001) and intentions to use e-cigarettes (b = 0.16, P < .001). Findings suggest that PE is predictive of outcomes controlling for study condition, youth demographics, and media use variables.Conclusions: After ad exposure, youth who have never used e-cigarettes previously perceive e-cigarettes as cooler, more fun, healthier, and more enjoyable. Youth who thought the ads were more effective were more likely to have a positive attitude toward e-cigarettes and greater intention to try e-cigarettes in the future. Restricting televised e-cigarette advertising may reduce e-cigarette initiation among youth.Implications: Previous studies demonstrate that, among adults, PE is antecedent to actual ad effectiveness across a range of behaviors. To our knowledge, this is the first study to document the relationship between PE and advertising effectiveness among youth. It provides evidence that PE may be a useful tool to quantify the potential influence of advertising on youth-advertising that, in this case, is designed to market a consumer good that may be harmful to youth but that may also be used to develop public health campaigns.