对性取向和性别认同的看法和产品吸引力的差异是对电子烟广告的回应
Jessica Liu1, Joanne G Patterson2,3, Brittney Keller-Hamilton4,5
1REACH Lab, Division of Adolescent Medicine, Department of Pediatrics, Stanford University, Stanford, United States.
Tobacco induced diseases
|September 4, 2023
概括
性少数群体发现电子烟广告不那么吸引人,并旨在减少使用产品,特别是那些有口味或人类图像的产品. 这突显了广告影响的差异,并为有针对性的烟草控制工作提供了信息.
科学领域:
- 公共卫生 公共卫生
- 控制烟草的控制方式
- 健康差异 在健康上的差异
背景情况:
- 在性少数群体中,电子烟的使用率不成比例.
- 电子烟广告可能会影响产品的吸引力和使用意图.
- 了解这些影响对于减少与烟草有关的健康不平等至关重要.
研究的目的:
- 检查对电子烟广告的反应中基于性取向和性别的差异.
- 评估广告特征 (人类,口味,包装) 如何影响不同性取向和性别的认知和产品吸引力.
- 为有针对性的烟草控制战略和广告法规提供信息.
主要方法:
- 通过Prolific招募了497名美国成年人,评估了性取向和性别.
- 参与者从173名参与者中查看了两个随机选择的电子烟广告.
- 使用多变量线性混合效应模型来分析性取向,性别,广告特征和结果 (有效性,相关性,使用意图) 之间的关联.
主要成果:
- 与异性恋男性相比,性少数群体的男性和女性以及异性恋女性对风味,人类或水果等级的广告的有效性和相关性较低.
- 对于性少数群体和异性恋女性来说,当广告中展示电子液体瓶时,产品使用意图下降.
- 在性取向,性别和广告特征之间发现了显著的相互作用效应.
结论:
- 性少数群体的个人报告说,电子烟广告吸引力和产品使用意向低于异性恋男性.
- 调查结果强调,需要针对性地制定反烟草信息和广告法规,以解决健康差异.
- 需要进一步的研究,才能充分了解性少数群体对广告的看法.
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