Assessing the impact of differing pharmacy tobacco retail displays on smokers awareness, perceptions, and intentions to quit

描述(申请人提供)：烟草销售点(POS)展示和促销已成为美国烟草行业广告和营销支出的主要部分。2012年，烟草行业在美国卷烟和无烟烟草营销上花费了96亿美元，其中84%用于零售环境下的营销，94%用于专门设计的战略，通过与价格相关的折扣来降低卷烟价格。研究发现，POS暴露会增加青少年吸烟的开始，提示意外购买，增加渴望和复发，并影响关于吸烟的社会规范、对香烟的感知、品牌转换以及对更强有力的烟草控制政策的支持。然而，很少有研究确定POS中戒烟信息的影响，以及这些信息如何影响戒烟意图和戒烟行为。在美国，药剂师和药房在医疗保健中发挥着重要作用，他们不仅提供药物，而且经常就这些药物的使用向个人及其家人提供咨询。在药店销售烟草，一种在美国每年导致超过48万人死亡的产品，与这一角色不一致。虽然2009年的《家庭吸烟预防和烟草控制法案》不允许FDA禁止在特定类型的零售店销售烟草，但各州和地方司法管辖区必须进行自我监管(例如，马萨诸塞州的旧金山已经通过了禁止在药店销售烟草的法律)。在美国最大的连锁药店CVS于2014年9月停止销售烟草后，该公司将收银机后面的可用展示转化为其零售健康诊所的营销工具，名为“让我们一起戒烟”。在沃尔格林(排名第二)，普里帕的展示区仍然充斥着烟草产品，戒烟辅助设备被放在展示墙的另一边，没有任何形式的戒烟信息。在Rite Aid(排名第三)，传统烟草产品的正上方出现了一个品牌活动--“为你戒烟”。这三种截然不同的方法不仅改变了烟草产品的销售点展示，也改变了戒烟的销售点信息。这个及时的项目的目标是利用美国三大药房连锁店正在进行的自然实验，更好地了解消费者对使用和戒烟的销售点广告的差异的看法，特别是它是如何被接收、理解、和 由年轻的成年吸烟者采取行动。这项研究将涉及在纽约州布法罗的一项现场实验，186名目前每天吸烟者(年龄在18-34岁)随机前往三家全国性连锁药店中的一家，以完成5分钟的购买任务。在完成任务时，他们将佩戴移动眼球跟踪设备，以测量人们对烟草/戒烟信息的POS显示屏的注意力。主要结果是看POS显示的时间比例和戒烟意向。)。这项研究将是第一批定量评估参与者在真实世界环境中接触支持烟草和支持戒烟的线索时所关注的内容之一。

DESCRIPTION (provided by applicant): Tobacco point-of-sale (PoS) displays and promotions have come to constitute the majority of tobacco industry advertising and marketing expenditures in the U.S. In 2012, the tobacco industry spent $9.6 billion on cigarette and smokeless tobacco marketing in the U.S., 84% of which was spent on marketing in the retail environment, and 94% of that spent on strategies specifically designed to reduce cigarette prices through price-related discounts. PoS exposures are found to increase youth smoking initiation, cue unplanned purchases, increase craving and relapse, and influence social norms about smoking, perceived access to cigarettes, brand switching, and support for stronger tobacco control policies. However, very little research has been done to determine the impact of smoking cessation messages at the PoS and how these messages may influence intention to quit and quitting behavior. In the U.S., pharmacists and pharmacies play a significant role in health care, working not only to provide medication, but often counseling individuals and their families on the use of those medications. The sale of tobacco in pharmacies, a product that when used as intended is associated with more than 480,000 deaths per year in the U.S., is inconsistent with this role. While the Family Smoking Prevention and Tobacco Control Act of 2009 does not allow the FDA to ban sales of tobacco in a specific type of retail outlet, states and local jurisdictions are abl to self-regulate (e.g., San Francisco, Massachusetts have passed laws banning the sales of tobacco in pharmacies). After the nation's largest pharmacy chain, CVS, ceased selling tobacco in September 2014, it converted the available display behind the cash registers into a marketing vehicle for their "Let's Quit Together" retail health clinic. At Walgreens (ranked #2) the principa display area remains saturated with tobacco products, with cessation aids relegated to the far side of the display wall, and no cessation message of any kind. At Rite Aid (ranked #3) a branded campaign "Quit for you" appears directly above the traditional array of tobacco products. These three very different approaches have not only changed the point-of-sale displays for tobacco products, but also the point-of-sale messages for smoking cessation. The goal of this timely project is to take advantage of an on-going natural experiment in the three largest US pharmacy chains to better understand consumer perceptions of differences in point-of-sale advertising for using and quitting tobacco, particularly how it is received, understood, an acted on by young adult cigarette smokers. This study will involve a field experiment in Buffalo, NY, with 186 current daily young adult (ages 18-34) smokers randomized to visit one of the three national chain pharmacies to complete a 5- minute purchase task. While completing the task, they will wear mobile eye-tracking equipment to measure attention to the PoS displays for tobacco/cessation messaging. The primary outcomes are the proportion of time spent looking at the PoS display and intention to quit. ). This study will be among the first to quantitatively asses what participants attend to when exposed to pro-tobacco and pro-cessation cues in a real world setting.