Unjust Targeting: How Marketing Features Impact Consumer Response and Tobacco Use

描述（由申请人提供）：拟议研究通过将（1）烟草营销特征与（2）消费者对营销图像的情感、认知和生理反应以及（3）不同种族人群（非洲裔美国人、亚裔美国人、拉丁裔和非西班牙裔白色人）对烟草产品的认知和使用结果联系起来，为烟草监管科学做出贡献。通过识别烟草营销的关键特征（例如颜色，描述符，品牌，营销主张），优化消费者对营销的反应，并最终将其与烟草使用结果联系起来，该项目增加了用于规范烟草营销的证据基础。该项目将全面描述烟草营销的情况，并列出在烟草使用中产生不公平结果的“高影响”烟草营销特征。此外，通过研究消费者对广告的情感、认知和生理反应，本项目将阐明这些营销特征运作的潜在机制。该项目的目的是：（1）描述针对（a）非洲裔美国人，（B）亚裔美国人，（c）拉丁美洲人的烟草营销的主要特征（包括墨西哥裔美国人，古巴人和波多黎各人）和（d）非西班牙裔白人;（2）确定营销功能如何影响拉丁美洲人和拉丁美洲人亚群对广告的反应;以及（3）对于每个种族群体，展示烟草产品的使用是如何开始的，以及由于对广告的认识和拥有最喜欢的广告而发生的变化，并识别与烟草产品使用相关的营销特征。为了实现这些目标，拟议的研究利用烟草与健康的人口评估（PATH）研究和西班牙裔社区健康研究/拉丁美洲人研究（HCHS/SOL）的基础设施，将PATH特别研究的广告级数据与纵向PATH数据联系起来，并对HCHS/SOL进行辅助研究，评估自我报告和对烟草广告的生理反应。为了实现这些目标，我将与一个由国际知名学者组成的导师团队合作。圣地亚哥州立大学公共卫生研究生院教授约翰·埃尔德博士将是我的主要导师;加州大学圣地亚哥分校家庭与预防医学系教授、摩尔癌症中心教授、PATH研究的首席研究员约翰·皮尔斯博士和卢尔德·贝兹康德·加巴纳蒂博士，南加州大学预防医学副教授和南加州大学烟草监管科学中心（P50）项目负责人将担任二级导师。这次培训将为我提供纵向，流行病学研究设计，管理和分析，烟草使用健康差异，烟草监管政策和广告反应的生理测量方面的专业知识。这将有助于我融入烟草监管科学社区，并使我能够实现我的长期职业目标，成为烟草监管科学的独立，领先的调查员和专家，特别关注基于通信的研究。

DESCRIPTION (provided by applicant): The proposed research contributes to Tobacco Regulatory Science by connecting (1) tobacco marketing features with (2) consumer affective, cognitive and physiological response to marketing images and (3) tobacco product perceptions and use outcomes in ethnically diverse populations (African American, Asian American, Latino and non-Hispanic white). By identifying key features of tobacco marketing (e.g. colors, descriptors, branding, marketing claims) that optimize consumer response to the marketing and ultimately connecting that to tobacco use outcomes over time, this project adds to the evidence base used to regulate tobacco marketing. This project will provide a comprehensive description of the tobacco marketing landscape and an inventory of 'high impact' tobacco marketing features that produce inequitable outcomes in tobacco use. Additionally, by examining consumers' affective, cognitive and physiologic response to ads, this project will illuminate the underlying mechanisms through which these marketing features operate. The aims of this project are to: (1) describe key features of tobacco marketing targeted towards (a) African Americans, (b) Asian Americans, (c) Latinos (including Mexican Americans, Cubans and Puerto Ricans) and (d) non-Hispanic whites; (2) identify how marketing features impact response to ads for Latinos and Latino subgroups; and (3) for each ethnic group, demonstrate how tobacco product use is initiated and changes as a result of awareness of advertising and having a favorite ad and identify marketing features associated with tobacco product use. To accomplish these aims, the proposed research leverages the infrastructures of the Population Assessment of Tobacco and Health (PATH) study and the Hispanic Community Health Study/Study of Latinos (HCHS/SOL), linking ad-level data from a PATH ad-hoc study that content codes tobacco marketing images with longitudinal PATH data and conducting an ancillary study to the HCHS/SOL assessing self-report and physiological response to tobacco ads. To execute these aims, I will work with a team of mentors who are internationally known scholars. Dr. John Elder, Professor in the Graduate School of Public Health at San Diego State University will be my primary mentor; Dr. John Pierce, Professor in the Department of Family & Preventive Medicine and Moores Cancer Center at UC-San Diego and a lead investigator on the PATH study and Dr. Lourdes Baezconde-Garbanati, Associate Professor of Preventive Medicine at the University of Southern California and Project Leader on the USC Tobacco Center of Regulatory Sciences (P50) will be secondary mentors. This training will provide me with expertise in longitudinal, epidemiological study design, management and analysis, tobacco use health disparities, tobacco regulatory policy and physiological measurement of ad response. This will facilitate my integration into the Tobacco Regulatory Science community and allow me to achieve my long-term career goal of becoming an independent, leading investigator and expert in Tobacco Regulatory Science with a specific focus on communication-based research.