Impact of Retail Tobacco Advertising on Youth Smoking

描述(申请人提供)：烟草业支出最多 在销售点的营销预算份额，在那里它享有相对 几乎没有什么规定。商店里充斥着烟草广告、促销和 产品构成了一个重大的公共卫生问题，特别是对年轻人来说。 研究表明，在学校附近的商店里，烟草广告更多， 以及18岁以下居民比例较高的社区。 尽管一些研究描述了烟草的数量和性质 在商店的广告中，人们对累积的影响知之甚少 接触到这些关于年轻人的信息。 建议进行一项纵向研究，以衡量青少年对零售的暴露程度。 烟草广告及其对吸烟开始的影响。这两种技术的结合 来自学生调查和商店观察的数据是这一点的一个独特特征 研究。这项研究将：(1)对六、七、八年级的学生进行调查 加州社区评估他们的购物习惯，对烟草的接受度 市场营销以及与吸烟相关的信念和行为；(2)测量密度 在两个烟草零售店的样本中的烟草广告 社区；以及(3)对相同的学生进行跟踪调查，并 一年后对相同商店的观察。青少年对零售业的暴露 烟草广告将通过乘以他们的自我报告来衡量 烟草销售商店的光顾频率和广告密度 在那些地方。这项研究将测试基线广告曝光率 预测后续吸烟的进展，通过以下方式控制吸烟 家人和朋友以及其他影响。其他假设涉及到 青少年在商店中接触烟草广告与吸烟的关系 营销接受度的指标，例如说出最喜欢的香烟品牌 以及拥有或想要带有烟草公司名称或标志的促销物品。 这项研究还将测试烟草广告的密度是否更大 在年轻人经常购物的商店里。 很少有纵向研究考察烟草广告和 针对年轻人的促销活动，没有一项涉及店内广告。建议进行的研究 解决了人们对商店中烟草广告激增的担忧 有助于营造鼓励年轻人吸烟的环境。它还遇到了一个 迫切需要研究零售烟草可能的因果作用 在广告中发起吸烟。

DESCRIPTION (provided by applicant): The tobacco industry spends the largest share of its marketing budget at the point of sale, where it enjoys relatively few regulations. Stores saturated with tobacco advertising, promotions, and products constitute a significant public health concern, especially for youth. Research has shown that tobacco ads are more numerous in stores near schools, and in neighborhoods with a higher proportion of residents under age 18. Although several studies describe the quantity and nature of tobacco advertisements in stores, little is known about the impact of cumulative exposure to these messages on young people. A longitudinal study is proposed to measure adolescents' exposure to retail tobacco advertising and its influence on smoking initiation. The combination of data from student surveys and store observations is a unique feature of this research. The study will: (1) survey sixth, seventh, and eighth graders in a California community to assess their shopping habits, receptivity to tobacco marketing, and smoking-related beliefs and behaviors; (2) measure the density of tobacco advertising in a sample of retail tobacco outlets in the two communities; and (3) conduct follow-up surveys of the same students and observations of the same stores one year later. Adolescents' exposure to retail tobacco advertising will be measured by multiplying their self-reported frequency of visiting stores that sell tobacco and the density of advertising in those locations. The study will test whether baseline advertising exposure predicts progression toward smoking at follow-up, controlling for smoking by family and friends and other influences. Additional hypotheses concern the relationship between adolescents' exposure to tobacco advertising in stores and indicators of marketing receptivity, such as naming a favorite cigarette brand and owning or wanting a promotional item with a tobacco company name or logo. The study will also test whether the density of tobacco advertising is greater in stores where youth frequently shop. Few longitudinal studies examine the effects of tobacco advertising and promotions on youth, and none address in-store advertising. The proposed study addresses concerns that the proliferation of tobacco advertising in stores contributes to an environment that encourages youth to smoke. It also meets a pressing need for research about the possible causal role of retail tobacco advertising in the initiation of smoking.