解读消费者对"无添加剂"和"烟草和水"香烟广告宣称的解释
Caitlin Victoria Weiger1, Stefanie Kristen Gratale2,3, Ollie Ganz2,3
1Rutgers Institute for Nicotine & Tobacco Studies, New Brunswick, New Jersey, USA Caitlin.weiger@rutgers.edu.
Tobacco control
|January 6, 2025
概括
像"烟草和水"这样的新香烟营销声明通常被解释为意味着更少的化学物质,类似于"无添加剂"的声明. 这表明这些标签可能会误导消费者对产品的危害.
科学领域:
- 烟草控制研究 烟草控制研究
- 消费者看法研究研究.
- 卫生沟通健康沟通
背景情况:
- 烟草公司使用营销宣称来影响消费者的看法.
- 监管机构已经仔细审查了"100%天然无添加剂烟草"等声明.
研究的目的:
- 评估消费者对香烟包装上的"无添加剂"和"烟草和水" (T&W) 声明的解释.
- 为了比较Natural American Spirit (NAS) 和L&M品牌之间的解释.
主要方法:
- 在线试验2526名美国成年人.
- 随机选择的参与者可以查看无添加剂的NAS,NAS T&W或L&M T&W包.
- 用于权利要求解释的编码开放文本响应 (n=810).
主要成果:
- "少化学物质/有害成分"的解释最常见的是"无添加剂" (47.7%),但对于T&W权利要求 (27.2% NAS,20.3% L&M) 是常见的.
- 这种解释在那些认为产品不那么有害的人中更为普遍.
- 8-15%的人解释说,这些说法表明更少的成或尼古丁,没有显著的条件差异.
结论:
- "烟草和水"的声明,就像"无添加剂",通常被解释为减少化学物质暴露.
- 这些说法可能作为未经授权的修改暴露说法,误导消费者.
- 需要采取监管行动和教育活动来解决这些误导性营销做法.
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