Modeling the Effect of Cigarette Advertising on Adolescent Smoking

描述(由申请人提供)：横断面和前瞻性研究的结果都证明，接触更多的香烟广告和营销与青少年吸烟行为的增加有关。尽管有这些发现，但关于香烟广告和营销的影响的关键问题仍然没有得到回答：接触香烟广告和营销是否会导致青少年吸烟？在向青少年做广告和推销香烟方面，某些媒体是否比其他媒体更有效？通过多个媒体渠道接触广告/营销的影响比通过单一渠道接触的影响更大吗？是不是某些青少年群体比其他群体更容易受到香烟广告和营销的影响？哪些心理过程调节和调节了广告暴露对青少年吸烟的影响？这项研究将进行一项随机对照实验，控制暴露在不同类型的香烟广告/营销中，并在实验室评估这种暴露对不吸烟青少年随后吸烟意图的影响。我们将从不吸烟的青少年随机分配到四种香烟广告曝光条件中的一种：通过杂志广告曝光、通过电影吸烟曝光、通过杂志和电影广告曝光或不曝光。因此，本研究将采用2(杂志曝光：中性，主动)×2(电影曝光：中性，主动)被试之间的设计。此外，我们将衡量关键的中介变量和调节变量。这项实验的设计将使我们能够回答该领域的关键问题：暴露在香烟广告中是否会导致吸烟意图？通过杂志接触香烟广告的影响是大于还是小于通过电影接触香烟广告的影响？通过不同媒体渠道投放广告的效果是累加的还是互动的？接触广告对青少年产生影响的心理过程是什么？有哪些个体差异变量将青少年置于香烟广告影响的特定风险中？这项研究的结果对于向下一代青少年预防吸烟和媒体扫盲计划提供信息至关重要。 与公共健康相关：接触香烟广告(例如，在杂志和电影中)与青少年吸烟增加有关，但该领域不知道接触香烟广告对青少年产生影响的原因或方式。了解香烟广告如何以及为什么会影响青少年，对于制定针对青少年的更有效的吸烟预防计划至关重要。这项研究将通过实验调查暴露在杂志上的香烟广告和电影中的吸烟对从不吸烟的青少年关于吸烟的想法和感受的联合影响，以提供这些问题的答案。

DESCRIPTION (provided by applicant): Findings from both cross-sectional and prospective studies have documented that increased exposure to cigarette advertising and marketing is associated with increases in adolescent smoking behavior. Despite these findings, critical questions about the effects of cigarette advertising and marketing remain unanswered: Does exposure to cigarette advertising and marketing causally contribute to adolescent smoking? Are some media more effective than others at advertising and marketing cigarettes to adolescents? Is the effect of exposure to advertising/marketing via multiple media channels stronger than the effect of exposure via a single channel? Are some groups of adolescents more at risk to the effects of cigarette advertising and marketing than others? What psychological processes mediate and moderate the effects of advertising exposure on adolescent smoking? This research will execute a randomized controlled experiment that manipulates exposure to different types of cigarette advertising/marketing and evaluates the effect of that exposure on subsequent smoking intentions in never smoking adolescents in the laboratory. We will randomly assign never smoking adolescents to one of four types of cigarette advertising exposure conditions: exposure via magazine advertising, exposure via smoking in movies, exposure via both magazine and movie advertising, or no exposure. Thus, this study will employ a 2 (magazine exposure: neutral, active) X 2 (movie exposure: neutral, active) between-subjects design. In addition, we will measure key mediating and moderating variables. The design of this experiment will allow us to answer critical questions for the field: Does exposure to cigarette advertising causally contribute to smoking intentions? Is the effect of exposure to cigarette advertising via magazines greater or lesser than the effect of exposure to cigarette advertising via movies? Are the effects of advertising via different media channels additive or interactive? What are the psychological processes through which exposure to advertising has its effects on adolescents, and what individual differences variables place adolescents at specific risk to the effects of cigarette advertising? The results of this research are critical to informing the next generation of smoking prevention and media literacy programs for adolescents. PUBLIC HEALTH RELEVANCE: Exposure to cigarette advertising (for example in magazines and movies) has been associated with increases in adolescent smoking, but the field does not know why or how exposure affects adolescents. Understanding how and why cigarette advertising affects adolescents is crucial for informing more effective smoking prevention programs aimed at adolescents. This research will experimentally investigate the joint effects of exposure to cigarette advertising in magazines and smoking in movies on never smoking adolescents' thoughts and feelings about smoking to provide answers to these how and why questions.