文化定制的反吸烟信息:美国的随机试验. 性少数群体 年轻女性 年轻女性
Andy S L Tan1, Jarvis T Chen2, Ryan Keen2
1Annenberg School for Communication, University of Pennsylvania, Philadelphia, Pennsylvania; Leonard Davis Institute of Health Economics, Philadelphia, Pennsylvania; Abramson Cancer Center, Tobacco and Environmental Carcinogenesis Program, Philadelphia, Pennsylvania.
American journal of preventive medicine
|December 8, 2023
概括
文化定制的反吸烟广告减少了烟草行业在年轻成年性少数群体妇女吸烟者的信念. 这些广告可以为未来的运动提供信息,以减少LGBTQ+社区的吸烟差异.
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:
- 性少数民族妇女 (SMW) 经历了不成比例的高吸烟率.
- 需要有针对性的干预措施来解决这一群体中与吸烟有关的健康差异.
- 现有的反吸烟运动可能不会引起LGBTQ+个人的共.
研究的目的:
- 评估文化定制的反吸烟广告对年轻成年SMW吸烟相关的意图和行业感知的有效性.
- 为了比较LGBTQ+品牌广告与对照广告的影响.
主要方法:
- 进行了一项在线随机对照实验,对2214名美国SMW (18-30岁) 进行了实验.
- 参与者被分配在4周内查看与LGBTQ+品牌定制的广告或控制广告.
- 结果包括戒烟的意图,购买的意图和烟草行业的看法在1个月的随访后进行了测量.
主要成果:
- 在吸烟者中,戒烟的意图增加,而在两组中,购买香烟的意图和亲产业信仰下降.
- 与控制广告相比,文化定制广告显著降低了亲产业信念 (p=0.043).
- 在非吸烟者中,营销的接受度和亲产业态度/信念在两个群体中都下降,群体之间没有显著差异.
结论:
- 文化定制的反吸烟广告显示出减少烟草行业在年轻成年性少数群体妇女吸烟者的影响的希望.
- 研究结果支持针对LGBTQ+受众开展有针对性的运动,以减少吸烟差异.
- 进一步的研究可以探索其他LGBTQ+子组的类似策略.
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