Designing and evaluating communication for dual users of e-cigarettes and combustible cigarettes

项目摘要/摘要 在美国，吸烟是主要的可预防的死亡和疾病原因。许多吸烟者都有 开始抽电子烟，希望能降低他们的健康风险。然而，在目前的1100万电子邮件中，超过一半的人- 美国的香烟使用者继续吸食可燃香烟。与这些双重用户的情况相反 香烟和电子烟可能会出现，只会用电子烟取代一些易燃香烟的使用 似乎对健康没有什么好处--双重吸毒者接触到的许多毒素水平与 专属吸烟者。双重吸烟者需要被告知吸烟易燃物的持续风险 香烟以及电子烟的已知危害。应该鼓励他们戒烟，并 归根结底是电子烟。帮助吸烟者停止使用可燃烟草是FDA新的 尼古丁和烟草的全面计划。然而，目前还没有关于如何创建交流的研究 专门针对双重香烟和电子烟使用者的宣传信息。 在这个项目中，我的目标是为双重用户开发沟通活动消息，以增加他们的 了解两用香烟的高健康风险，并提高他们戒除可燃香烟和 归根结底是电子烟。目标1通过调查双重用户的想法来开发有效的活动信息 关于他们的身份、使用烟草产品的动机以及戒除可燃香烟的障碍。我 首先，使用焦点小组来了解双重用户并收集消息的概念。利用这些发现和 在现有文献的基础上，我为双重用户起草了50-75条潜在的竞选信息，以鼓励他们戒烟， 并利用一项对1008名成年人进行的全国性调查，选出最有希望的竞选主题。目标2 确定如果只关注戒除可燃香烟，竞选广告是否更具吸引力， 顺序戒烟和电子烟，或同时戒烟和电子烟。我创造了 为来自Aim 1的信息制作视觉广告，并使用眼球跟踪实验来确定 条件会影响双重用户的注意力。AIM 3试点测试通过以下方式发送的竞选广告的有效性 短信改变了现实世界中可燃香烟和电子烟双重使用者的戒烟意向。 拟议的研究和培训使我朝着成为独立人士的职业目标前进 行为科学家推进支持烟草法规的健康交流。我会学习应用的 认同和说服心理学的理论，尼古丁和戒烟科学的内容领域，以及 眼球跟踪方法以及信息开发和测试的技能。赠款的调查结果将是 与有关香烟和电子烟的交流直接相关，并将增加更广泛的烟草 传播学。K01将通知R01提案，以进行全面的RCT测试 针对双重用户的竞选广告，鼓励他们戒烟。

PROJECT SUMMARY/ABSTRACT Smoking is the leading preventable cause of death and disease in the US. Many cigarette smokers have taken up e-cigarettes hoping to reduce their health risks. Yet, more than half of the 11 million current e- cigarette users in the US continue to smoke combustible cigarettes. Contrary to what these dual users of cigarettes and e-cigarettes may expect, replacing only some combustible cigarette use with e-cigarettes appears to have little health benefit—dual users are exposed to many toxins at similar or higher levels than exclusive cigarette smokers. Dual users need to be informed of their continued risk from smoking combustible cigarettes as well as the known harms of e-cigarettes. They should be encouraged to quit cigarettes and ultimately e-cigarettes. Helping smokers end use of combustible tobacco is central to FDA's new comprehensive plan for nicotine and tobacco. No research exists, however, on how to create communication campaign messages specifically for dual cigarette and e-cigarette users. In this project, my goal is to develop communication campaign messages for dual users that increase their knowledge of the high health risk of dual use and increase their intent to quit combustible cigarettes and ultimately e-cigarettes. Aim 1 develops effective campaign messages by investigating how dual users think about their identity, motivations for tobacco product use, and the barriers to quitting combustible cigarettes. I first use focus groups to understand dual users and gather concepts for messages. Using these findings and existing literature, I then draft 50-75 potential campaign messages for dual users to encourage them to quit, and use a national survey with 1,008 adults to select the most promising campaign message themes. Aim 2 determines whether campaign ads are more engaging if they focus on quitting combustible cigarettes only, sequentially quitting cigarettes and e-cigarettes, or simultaneously quitting cigarettes and e-cigarettes. I create visual ads for the messages from Aim 1 and use an eye-tracking experiment to determine how the different conditions affect attention among dual users. Aim 3 pilot tests the effectiveness of campaign ads sent via texting in changing real-world combustible cigarette and e-cigarette quit intention among dual users. The proposed research and training move me toward my career goal of becoming an independent behavioral scientist advancing health communications that support tobacco regulations. I will learn the applied theory of the psychology of identity and persuasion, the content areas of nicotine and cessation science, and the skills of eye-tracking methodology and message development and testing. The grant's findings will be directly relevant to communication about cigarettes and e-cigarettes and will also add to the broader tobacco communication science. The K01 will inform an R01 proposal for a full-scale RCT testing the effectiveness of campaign ads for dual users to encourage them in quitting.