Designing and evaluating communication for dual users of e-cigarettes and combustible cigarettes

项目总结/摘要 在美国，吸烟是导致死亡和疾病的主要可预防原因。许多吸烟者 开始使用电子烟，希望减少健康风险。然而，在目前1100万个电子邮件中， 美国的香烟使用者继续吸食可燃香烟。相反，这些双重用户的 香烟和电子烟可能会期望，电子烟只取代一些可燃香烟的使用 似乎对健康没有什么好处-双重使用者暴露于许多毒素， 专门吸烟的人。需要告知双重使用者吸烟可燃物的持续风险 香烟以及电子烟的已知危害。应该鼓励他们戒烟， 最后是电子烟。帮助吸烟者停止使用可燃烟草是FDA新政策的核心 尼古丁和烟草的全面计划。然而，关于如何创造沟通， 专门针对双卷烟和电子烟用户的活动信息。 在这个项目中，我的目标是为双重用户开发沟通活动信息， 了解两用香烟的高健康风险，并增加他们戒烟的意愿， 最后是电子烟。目标1通过调查双重用户的想法来开发有效的活动信息 关于他们的身份，烟草产品使用的动机，以及戒烟的障碍。我 首先使用焦点小组来了解双重用户并收集消息的概念。利用这些发现， 在现有文献中，我为双重用户起草了50-75条潜在的竞选信息，以鼓励他们戒烟， 并通过对1,008名成年人的全国性调查，选出最有希望的竞选主题。目的2 决定了活动广告是否更吸引人，如果他们只关注戒烟可燃香烟， 依次戒烟和电子烟，或同时戒烟和电子烟。我创建 视觉广告的信息，从目标1，并使用眼动跟踪实验，以确定如何不同的 条件影响双重用户之间的注意力。Aim 3试点测试通过 发短信可以改变双重用户在现实世界中的可燃香烟和电子烟戒烟意愿。 建议的研究和培训使我朝着成为一名独立的职业目标迈进 行为科学家推动支持烟草法规的健康传播。我将学习应用 身份和说服心理学理论，尼古丁和戒烟科学的内容领域，以及 眼动追踪方法和信息开发和测试的技能。补助金的调查结果将是 与香烟和电子烟的交流直接相关，也将增加更广泛的烟草 传播科学K 01将告知R 01关于全面随机对照试验的建议， 针对双重用户的活动广告，以鼓励他们戒烟。

PROJECT SUMMARY/ABSTRACT Smoking is the leading preventable cause of death and disease in the US. Many cigarette smokers have taken up e-cigarettes hoping to reduce their health risks. Yet, more than half of the 11 million current e- cigarette users in the US continue to smoke combustible cigarettes. Contrary to what these dual users of cigarettes and e-cigarettes may expect, replacing only some combustible cigarette use with e-cigarettes appears to have little health benefit—dual users are exposed to many toxins at similar or higher levels than exclusive cigarette smokers. Dual users need to be informed of their continued risk from smoking combustible cigarettes as well as the known harms of e-cigarettes. They should be encouraged to quit cigarettes and ultimately e-cigarettes. Helping smokers end use of combustible tobacco is central to FDA's new comprehensive plan for nicotine and tobacco. No research exists, however, on how to create communication campaign messages specifically for dual cigarette and e-cigarette users. In this project, my goal is to develop communication campaign messages for dual users that increase their knowledge of the high health risk of dual use and increase their intent to quit combustible cigarettes and ultimately e-cigarettes. Aim 1 develops effective campaign messages by investigating how dual users think about their identity, motivations for tobacco product use, and the barriers to quitting combustible cigarettes. I first use focus groups to understand dual users and gather concepts for messages. Using these findings and existing literature, I then draft 50-75 potential campaign messages for dual users to encourage them to quit, and use a national survey with 1,008 adults to select the most promising campaign message themes. Aim 2 determines whether campaign ads are more engaging if they focus on quitting combustible cigarettes only, sequentially quitting cigarettes and e-cigarettes, or simultaneously quitting cigarettes and e-cigarettes. I create visual ads for the messages from Aim 1 and use an eye-tracking experiment to determine how the different conditions affect attention among dual users. Aim 3 pilot tests the effectiveness of campaign ads sent via texting in changing real-world combustible cigarette and e-cigarette quit intention among dual users. The proposed research and training move me toward my career goal of becoming an independent behavioral scientist advancing health communications that support tobacco regulations. I will learn the applied theory of the psychology of identity and persuasion, the content areas of nicotine and cessation science, and the skills of eye-tracking methodology and message development and testing. The grant's findings will be directly relevant to communication about cigarettes and e-cigarettes and will also add to the broader tobacco communication science. The K01 will inform an R01 proposal for a full-scale RCT testing the effectiveness of campaign ads for dual users to encourage them in quitting.