绿色洗的香烟广告文本和图像产生不准确的伤害,成和尼古丁内容感知:随机在线实验的结果
Meghan Bridgid Moran1, Maryam Ibrahim1, Lauren Czaplicki1,2
1Department of Health, Behavior & Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, USA.
概括
烟草行业的绿色洗策略,就像环保图像和文字一样,误导消费者对香烟的危害和成性. 需要更严格的法规来防止这些欺骗性的营销行为,并保护公共健康.
科学领域:
- 公共卫生 公共卫生
- 消费者心理学 消费者心理学
- 控制烟草的控制方式
背景情况:
- 烟草行业经常采用绿色洗策略,将产品呈现为环保,以掩盖其真正的风险.
- 这些欺骗性做法可能会导致消费者错误地认为某些香烟品牌不那么有害或上.
研究的目的:
- 评估香烟广告中常见的绿色洗技术对消费者对产品危害和上性的看法的影响.
- 评估操纵广告元素如何影响关于绝对和相对危害,成性和尼古丁含量的信念.
主要方法:
- 一个在线实验涉及1504名18-29岁的参与者.
- 随机分配查看香烟广告,其中包含各种组合的绿色化元素 (文本,图像,回收纸,包装设计).
- 测量参与者对绝对危害,相对危害,绝对成,相对成和尼古丁含量的看法.
主要成果:
- 暴露于绿色涂抹的广告文本显著增加了对绝对伤害,相对伤害,相对上性和尼古丁含量的不准确看法.
- 绿色洗的广告图像也导致了对相对危害,绝对成,相对成和尼古丁含量的看法更高的不准确性.
- 惊人的42%的参与者接触到完全绿色化广告认为该产品的危害较小,而对照组只有2%.
结论:
- 烟草广告中的绿色洗有效地创造了不准确的消费者风险感知,可能成为隐式修改的风险声明.
- 加强美国食品和药物管理局 (FDA) 的执法和新的法规,包括普通包装,对于抵消这些策略至关重要.
- 禁止烟草营销中的绿色洗对于保护消费者和推进公共卫生目标至关重要.
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