Approaches to Evaluating Consumer Perception of Tobacco Products

项目总结(见说明)： 食品和药物管理局现在有权在评估烟草产品的修改风险声明时考虑消费者的看法。从营销者的角度来看，塑造消费者的认知是鼓励他们尝试并最终采用一种新的改进型风险产品的基础。消费者 感知包括对信息传递的反应(广义上包括知识、态度、信念、产品预期和风险感知)和对产品使用的反应(包括行为、感觉和其他主观影响)。最近的一项文献综述建议研究人员验证可用的广泛的消费者反应测量，了解产品信息传递和产品设计如何相互作用来影响主观反应和风险感知，并了解主观反应、风险感知和行为结果之间的关系(4)。该研究项目旨在填补这些研究空白，有三个目标：1)建立消费者感知指标对广告中产品声明呈现差异的敏感度；2)考察认知、情感和感官感知对使用产品的行为意图的贡献；3)研究消费者感知是否与当前吸烟者的产品使用模式有关。这项研究的目的是建立一套经过验证的消费者感知测量，可供监管机构用来预测消费者对新的和修改后的风险产品的兴趣和使用。这项工作也将有助于我们理解 对消费者对烟草产品及其营销认知的多重影响。该项目通过其对产品使用的措施和评估的贡献与临床试验(项目4)相结合，并通过采购任务与人类虐待责任评估(项目2)相结合。

PROJECT SUMMARY (See instructions): The Food and Drug Administration is now empowered to consider consumers' perceptions when evaluating modified risk' claims for tobacco products. From a marketer's perspective, shaping consumers' perceptions is fundamental to encouraging them to try, and ultimately adopt, a novel modified risk product. Consumer perception includes reactions to messaging (broadly encompassing knowledge, attitudes, beliefs, product expectancies and risk perceptions) and to product use (including behavioral, sensory and other subjective effects). A recent literature review recommended that researchers validate the wide range of consumer response measures available, understand how product messaging and product design interact to influence subjective response and risk perceptions, and understand relationships among subjective responses, risk perceptions and behavioral outcomes (4). The proposed research project is intended to address these research gaps and has three aims: 1) establish the sensitivity of consumer perception metrics to differences in product claim presentations in advertising; 2) examine the contributions of cognitive, affective, and sensory perceptions to behavioral intentions to use a product; and 3) examine whether consumer perceptions are associated with product usage patterns in current smokers. The purpose of this research is to establish a validated set of consumer perception measurements that can be used by regulators to predict consumer interest in and use of new and modified risk products. This work will also aid our understanding of the multiple influences on consumer perceptions of tobacco products and their marketing. This project integrates with the clinical trial (Project 4) through its contribution of measures and evaluation of product usage, and with human abuse liability assessment (Project 2) through integration of purchase tasks.