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

描述（由申请人提供）：拟议的研究通过将(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（非裔美国人、亚裔美国人、拉丁美洲人和非西班牙裔白人）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。通过确定烟草营销的关键特征（如颜色、描述语、品牌、营销声明），优化消费者对营销的反应，并最终将其与长期的烟草使用结果联系起来，本项目增加了用于监管烟草营销的证据基础。该项目将全面描述烟草营销状况，并盘点导致烟草使用不公平结果的“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，该项目将阐明这些营销特征运作的潜在机制。本项目的目的是：(1)描述针对(a)非裔美国人、(b)亚裔美国人、(c)拉丁美洲人（包括墨西哥裔美国人、古巴人和波多黎各人）和(d)非西班牙裔白人的烟草营销的主要特征；(2)确定营销特征如何影响对拉丁裔和拉丁裔亚群体广告的反应；(3)对于每个民族，说明烟草制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，并确定与烟草制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人口评估（PATH）研究和西班牙裔社区健康研究/拉丁裔研究（HCHS/SOL）的基础设施，将来自PATH特设研究的广告级数据与纵向PATH数据联系起来，该研究将烟草营销图像的内容编码与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。我的导师团队都是国际知名的学者。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和摩尔斯癌症中心教授、PATH研究的首席研究员John Pierce博士和南加州大学预防医学副教授、南加州大学烟草监管科学中心（P50）项目负责人Lourdes Baezconde-Garbanati博士将担任次要导师。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、烟草监管政策和生理测量和反应方面的专业知识。这将有助于我融入烟草监管科学界，并使我能够实现我的长期职业目标，即成为一名独立的、领先的研究者和烟草监管科学专家，并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.