Project 2: The Role of Risk and Benefit Perceptions in Tobacco Control p194-230

烟草公司制定并实施了广告和营销努力，以减少 对与烟草使用相关的危害的看法，增加了烟草为社会所接受的看法， 并鼓励和维持烟草的使用。许多营销策略都特别侧重于 青少年和青壮年。关于1)知觉是如何影响的，科学上还存在空白 青少年和青壮年的烟草使用情况，包括#年烟草使用模式的变化 开始正常使用、停止使用、复发、产品转换或双重使用；2)支持和反对使用的作用 关于电子烟、雪茄、无烟等新烟草产品认知的烟草信息 烟草、鼻烟、可溶物、压缩烟草和新兴产品 这项研究的过程；3)营销信息改变烟草的具体机制- 相关的感知、产品的感知可接受性和烟草使用行为。预期的， 使用烟草使用、感知的频繁评估和综合测量的纵向研究 和市场营销需要提供具体的科学证据，说明市场营销如何影响决策 使用和停止使用不同的烟草产品。这一信息将通知FDA有关营销的规定 推广传统的、新的和新兴的烟草产品。这项研究将填补该科学领域的空白 通过开发和测试关于支持和反对的关系的综合模型 烟草营销信息、烟草风险和收益的感知、感知的产品可接受性、 以及青少年和年轻人的烟草使用模式。我们将解决这些差距，并发展 并使用纵向队列设计对我们的模型进行测试，跟踪调查了1,000名九年级学生 在高中和另一个样本中，1,000名12年级学生进入年轻成年期后为1) 确定青少年和年轻人对疾病、成瘾和死亡风险的看法；可接受性； 以及使用传统的、新的和新兴的烟草产品的好处 2)确定烟草相关风险感知之间的预测关系， 烟草产品的益处和可接受性，以及发病、持续、戒烟、复发、转变、 和烟草产品的双重用途；以及3)确定背景因素(接触支持烟草的媒体、反烟草 烟草媒体、警告标签以及媒体和互联网上的吸烟图像) 对风险、益处、可接受性和随后的烟草使用的看法。 相关性(见说明^； 拟议的项目将对我们了解烟草如何 营销影响青少年和年轻人的风险认知，并最终影响烟草的使用。那里 目前没有使用理论上知情的数据收集工具进行的前瞻性、纵向研究，这些工具可以 确定感知、支持烟草的营销、反烟草信息、警告之间的预测关系 标签以及青少年和青壮年烟草使用的模式。这项拟议的研究将探讨吸烟问题 在一个关键但未被充分研究的年龄组中的模式和预测因素：年轻人。。

Tobacco companies have developed and implemented advertising and marketing efforts to reduce perceptions of harm associated with tobacco use, increase perceptions that tobacco is socially acceptable, and encourage and sustain use of tobacco. Many marketing strategies have particulariy focused on adolescents and young adults. There are gaps in the science concerning 1) how perceptions influence tobacco use among adolescents and young adults, including changes in patterns of tobacco use from initiation to regular use, cessation, relapse, product switching, or dual use; 2) the role of pro- and anti- tobacco messages on perceptions of new tobacco products such as e-cigarettes, cigarillos, smokeless tobacco, snus, dissolvables, compressed tobacco, and emerging products that come on the market during the course ofthis research; and 3) the specific mechanisms by which marketing messages change tobacco- related perceptions, perceived acceptability ofthe product, and tobacco use behaviors. Prospective, longitudinal studies using frequent assessments and comprehensive measures of tobacco use, perceptions and marketing are needed to provide specific scientific evidence about how marketing shapes decisions to use and stop using different tobacco products. This information will inform FDA regulation ofthe marketing and promotion of conventional, new, and emerging tobacco products. This study will fill gaps in the science base by developing and testing a comprehensive model concerning the relationships among pro- and anti- tobacco marketing messages, perceptions of tobacco risks and benefits, perceived product acceptability, and patterns of tobacco use among adolescents and young adults. We will address these gaps and develop and test our model by using a longitudinal cohort design with a sample of 1,000 ninth graders followed through high school and another sample of 1,000 twelfth graders followed into young adulthood to 1) determine adolescents' and young adults' perceptions of risk for disease, addiction, and death; acceptability; and benefits of using conventional, new, and emerging tobacco products that come on the market during the course ofthis research; 2) determine the predictive relationships among perceptions of tobacco-related risks, benefits, and acceptability of tobacco products, and the onset, continuation, cessation, relapse, switching, and dual use of tobacco products; and 3) identify contextual factors (exposure to pro-tobacco media, anti- tobacco media, warning labels, and smoking images in the media and on the Internet) that influence perceptions of risks, benefits, acceptability, and subsequent tobacco use. RELEVANCE (See instructions^; The proposed project will make novel and important contributions to our understanding of how tobacco marketing impacts risk perceptions and ultimately tobacco use among adolescents and young adults. There are currently no prospective, longitudinal studies using theoretically informed data collection tools that can identify predictive relationships among perceptions, pro-tobacco marketing, anti-tobacco messages, warning labels, and patterns of adolescents' and young adults' tobacco use. The proposed study will explore smoking patterns and predictors in a critical but understudied age cohort: young adults. .