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Cigarette advertising and black-white differences in brand preference
K M Cummings1, G Giovino, A J Mendicino
1New York State Department of Cancer Control and Epidemiology, Roswell Park Memorial Institute, Buffalo 14263.
Public Health Reports (Washington, D.C. : 1974)
|November 1, 1987
Summary
Black smokers are twice as likely to prefer menthol cigarettes compared to white smokers. Magazines targeting Black audiences feature more menthol cigarette ads than those for white audiences.
Area of Science:
- Public Health
- Sociology
- Marketing
Background:
- Anecdotal evidence suggests targeted marketing of menthol cigarettes to Black consumers.
- Disparities exist in cigarette brand preferences between racial groups.
Purpose of the Study:
- To examine differences in cigarette brand preferences between white and Black smokers.
- To investigate whether cigarette advertising in targeted magazines correlates with these preferences.
Main Methods:
- Surveyed two populations of smokers (N=1534) in Buffalo, NY, assessing brand preferences.
- Analyzed cigarette advertisements in magazines targeted to predominantly white or Black readers.
Main Results:
- Black smokers were twice as likely to smoke menthol cigarettes compared to white smokers in both surveyed populations.
- Magazines with wide circulation among Black audiences contained significantly more cigarette ads, particularly for menthol brands, than those targeting white readers.
Conclusions:
- Findings show a correlation between higher menthol cigarette preference among Black smokers and increased menthol cigarette advertising in Black-targeted media.
- Causation cannot be determined; further research is needed to understand brand preference drivers for targeted anti-smoking campaigns.