Understanding the Influence of E-cigarette Advertisement Features

修改项目摘要/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增加。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。这种情况因积极的电子烟营销而变得更加复杂，这些营销通常以口味，型号，营销索赔和价格促销为特色。有证据表明，烟草营销对年轻人，特别是对烟草一无所知的年轻人开始和使用烟草制品有很大的影响。因此，需要及时的公共卫生应对措施，包括对电子烟营销进行更多的监管，以防止和减少这一群体的电子烟摄入。虽然电子烟营销已经普及并迅速增长，但研究电子烟广告功能对年轻人反应的影响几乎不存在。拟议项目将研究四种电子烟广告特征（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用户的影响。本研究将追求三个具体目标：（1）确定电子烟广告的关键特征，导致更大的关注。(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联。(3)确定与原始广告相比，没有关键功能的编辑广告是否会导致积极的电子烟感知和行为意图减少。Aim 1研究（K99阶段）将在70名年轻人中使用眼动追踪技术和受试者间设计。Aim 2研究（R 00阶段）将在120名年轻成人中采用部分析因研究设计应用脑电图（EEG）技术。Aim 3研究（R 00阶段）将在900名参加在线小组的全国代表性年轻人中进行比较随机实验。在三项研究中，还将评估神经认知反应和电子烟相关感知和行为意图的个体差异。拟议的研究将创新性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。它将由一个新的概念框架，包括有限容量模型的中介信息处理的通信模型的指导。这项建议将使我能够在烟草控制专家的多学科团队的指导下，扩大我在烟草控制，监管科学，基于神经科学的实验以及烟草营销和反营销研究方面的培训，并为我的独立研究生涯提供关键的初步数据。这项研究与FDA的政策制定和教育工作直接相关，以减少电子烟广告对年轻人潜在的电子烟消费的影响。

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.