发现电子烟广告特征与电子烟吸引力之间的关联以及年轻成人双重使用者的兴趣交换
Julia Chen-Sankey1,2, Maryam Elhabashy1, Kathryn La Capria1
1Rutgers Institute for Nicotine and Tobacco Studies, New Brunswick, New Jersey, USA.
Substance use & misuse
|July 9, 2024
概括
以水果味道和图像为特色的电子烟广告增加了年轻成人双重使用者的吸引力和转换兴趣. 相反,尼古丁警告和针对吸烟者的宣称减少了吸引力,凸显了广告特征的复杂影响.
科学领域:
- 公共卫生 公共卫生
- 控制烟草的控制方式
- 行为科学 行为科学
背景情况:
- 电子烟广告采用各种功能,可能会影响产品的使用和转换行为.
- 了解特定的广告元素如何影响观念和意图对于公共卫生干预至关重要.
研究的目的:
- 检查注意到特定电子烟广告特征和感知到产品吸引力之间的关联.
- 调查电子烟广告特征的发现与双重吸烟者对戒烟的兴趣之间的关系.
主要方法:
- 在线热图实验涉及1821名年轻成年双重使用者 (18-34岁) 的香烟和电子烟.
- 参与者查看了电子烟广告,并指出了引起他们注意的特征 ("注意到").
- 分析的重点是注意广告特征和自我报告的产品吸引力和转换兴趣之间的内部关联.
主要成果:
- 注意到水果味道和水果图像与电子烟产品的吸引力和转换兴趣有积极的相关性.
- 价格促销与产品吸引力增加有关.
- 尼古丁警告,针对吸烟者的声明和烟草口味与产品吸引力和转换兴趣有负面关联.
结论:
- 特定的电子烟广告特征,如水果味道和尼古丁警告,与产品吸引力和年轻成人双重使用者的兴趣转换有关.
- 需要进一步的研究,以了解广告特征如何影响吸烟者的转换意图,并阻止非吸烟者的使用.
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