Understanding the Influence of E-cigarette Advertisement Features

修改后的项目摘要/摘要部分 项目摘要 在美国，年轻人开始和使用电子烟的人数正在上升。电子烟的使用会产生有毒物质，使人上瘾，并与年轻人未来使用可燃烟草产品有关。咄咄逼人的电子烟营销加剧了这种情况，电子烟往往以口味、型号、营销主张和价格促销为特色。有证据表明，烟草营销对年轻人，特别是对烟草天真的年轻人发起和使用烟草产品有很大的影响。因此，需要及时作出公共卫生反应，包括对电子烟营销进行更多监管，以防止和减少这一群体对电子烟的吸收。尽管电子烟营销已经无处不在，并且正在迅速增长，但关于电子烟广告特征对年轻人反应的影响的研究几乎还不存在。拟议的项目将审查四个电子烟广告特征(口味、型号、营销主张和价格促销)对易受电子烟使用影响的年轻成年非烟草使用者的影响。这项研究将追求三个具体目标：(1)确定电子烟广告的关键特征，以引起更大的关注。(2)研究电子烟广告的关键特征与积极的神经认知反应之间的关系。(3)确定编辑后的没有关键特征的广告是否会导致与原始广告相比，电子烟的积极感知和行为意图降低。Aim 1(K99阶段)的研究将在70名年轻人中使用眼睛跟踪技术和受试者之间的设计。AIM 2(R00阶段)研究将应用脑电(EEG)技术，采用部分析因研究设计，对120名年轻人进行研究。AIM 3研究(R00阶段)将在一个在线小组中对900名具有全国代表性的年轻人进行比较随机实验。在这三项研究中，还将评估神经认知反应以及与电子烟相关的感知和行为意图的个体差异。拟议的研究将创新地使用神经科学技术来客观地测量年轻人对电子烟广告的神经认知反应。它将以一个新的概念框架为指导，该框架包括调解报文处理的有限能力模式的通信模式。这项建议将使我能够在烟草控制多学科专家团队的指导下，扩大我在烟草控制、监管科学、神经科学实验以及烟草营销和反营销研究方面的培训，并为开始我的独立研究生涯提供关键的初步数据。这项研究直接关系到FDA减少电子烟广告对年轻人潜在电子烟摄取的影响的政策制定和教育努力的发展。

Modified Project Summary/Abstract Section Project Summary Young adults’ initiation and use of e-cigarettes are on the rise in the U.S. E-cigarette use produces toxicants, is addictive, and is associated with future use of combustible tobacco products among young adults. The situation is compounded by aggressive e-cigarette marketing, which often features flavors, models, marketing claims, and price promotions. Evidence has shown the strong influence of tobacco marketing on the initiation and use of tobacco products among young adults, especially young adults who are naïve to tobacco. Thus, a timely public health response comprising more regulation on e-cigarette marketing is needed to prevent and reduce e-cigarette uptake among this group. Although e-cigarette marketing has been pervasive and is rapidly growing, studies to examine the influence of e-cigarette advertisement features on young adults’ reactions have been virtually nonexistent. The proposed project will examine the influence of four e-cigarette advertisement features (flavors, models, marketing claims, and price promotions) among young adult non- tobacco users who are susceptible to e-cigarette use. This study will pursue three Specific Aims: (1) Identify key features of e-cigarette advertisements that lead to greater attention. (2) Examine the associations between key features of e-cigarette advertisements and positive neurocognitive responses. (3) Determine whether edited advertisements without key features lead to reduced positive e-cigarette perceptions and behavioral intentions compared to original advertisements. Study on Aim 1 (K99 Phase) will use eye-tracking technology with a between-subject design among 70 young adults. Study on Aim 2 (R00 Phase) will apply electroencephalogram (EEG) technology with a fractional factorial study design among 120 young adults. Study on Aim 3 (R00 Phase) will adopt a comparative randomized experiment among 900 nationally representative young adults enrolled in an online panel. Individual differences in neuro-cognitive reactions and e-cigarette related perceptions and behavioral intentions will also be assessed throughout the three studies. The proposed studies will innovatively use neuroscience technologies to objectively measure young adults’ neuro-cognitive reactions to e-cigarette advertisements. It will be guided by a new conceptual framework comprising the communication model of the Limited Capacity Model of Mediated Message Processing. This proposal will enable me to expand my training in tobacco control, regulatory science, neuroscience-based experiments, and tobacco marketing and counter-marketing research under the mentorship of a multidisciplinary team of experts in tobacco control, and provide critical preliminary data to launch my independent research career. This research is directly relevant to the development of FDA’s policymaking and educational efforts to reduce the impact of e-cigarette advertisements on young adults’ potential uptake of e-cigarettes.