POLICY STUDIES ON LIMITING TOBACCO MARKETING TO YOUTH

限制向青少年推销烟草的政策研究

• 批准号: 2008905
• 负责人: Stephen Paul Fortmann
• 金额: $ 30.75万
• 依托单位: STANFORD UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 1997
• 资助国家: 美国
• 起止时间: 1997-06-01 至 1999-05-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/2008905
• 关键词: adolescence (12-20); behavior modification; behavioral /social science research tag; clinical research; consumer product; health behavior; health care policy; human subject; public health; questionnaires; smoking; social behavior; socioeconomics; socioenvironment; tobacco abuse education; tobacco abuse prevention; videotape /videodisc

DESCRIPTION: In-store tobacco advertisements and promotions are an increasingly utilized marketing strategy to encourage tobacco use. The investigators' previous work indicates that point-of-purchase (POP) tobacco advertising and promotion are extensive, more prevalent near schools, and becoming more pervasive. Tobacco control activists and public policy makers, therefore, have expressed growing interest in restrictions on POP marketing, and the FDA last year proposed such regulations. While research has been conducted on the role of advertising in promoting adolescent smoking initiation, little is known about the influence of POP tobacco advertising and promotion on young people or the possible effects of policy options to restrict youth exposure to these pro-smoking messages. The investigators will assess the effects of three POP conditions ('tombstone" ads only, "tombstone" plus counter-advertising, and status quo) on adolescents' normative perceptions, assessments of risk, purchase intentions, and smoking-related behavior. This study consists of a randomized, cross-sectional survey of youth recruited from 28 classrooms of fifth-graders and 24 classrooms of seventh-graders in two school districts and a one-year follow-up assessment of a panel (cohort) of the youth recruited from 28 classrooms of sixth-graders and 24 classrooms of eighth-graders. The investigators will design and systematically pre-test "tombstone" and counter-advertising materials that could be used in stores that sell tobacco products. They will produce videotape simulations of typical store environments for two alternative POP advertising policies ("tombstone" ads only; "tombstone" ads plus counter-advertising) and a reference, status quo POP condition. These stimulus materials will be presented to students in classrooms. The research design enables the investigators to measure the immediate impact of exposure to the different POP conditions (year 1). They will also be able to determine the relationship between immediate responses to the videotaped POP policy options (and no-video reference condition) and subsequent smoking-related behavior (year 2). The investigators will disseminate the results of the study to other researchers, tobacco policy activists, and public health officials (year 3). The results will explicate the pro-smoking influences of tobacco POP marketing on youth and provide empirical data regarding the efficacy of two proposed policy options. They will measure adolescents' responses to inoculation counter-advertisements and determine if responses are predictive of future behavior.

描述：店内烟草广告和促销是一种 越来越多地利用营销策略来鼓励烟草使用。 这 调查人员之前的工作表明，购买点 (POP) 烟草 广告和促销活动广泛，在学校附近更为普遍，并且 变得更加普遍。 烟草控制活动家和公共政策 因此，制造商对限制 POP 表现出越来越大的兴趣 营销，FDA 去年提出了此类法规。 研究的同时 研究了广告在促进青少年成长方面的作用 开始吸烟，但对 POP 烟草的影响知之甚少 对年轻人的广告和促销或政策可能产生的影响 限制青少年接触这些支持吸烟的信息的选项。 研究人员将评估三种 POP 条件的影响 （仅“墓碑”广告，“墓碑”加上反广告，以及现状） 关于青少年的规范认知、风险评估、购买 意图和吸烟相关行为。 这项研究包括 对从 28 个教室招募的青少年进行随机横断面调查 两个学区的五年级学生和七年级学生的 24 个教室 以及对青年小组（群组）进行为期一年的跟踪评估 从28个六年级班级和24个六年级班级招募 八年级学生。 研究者将设计并系统地进行预测试 可在商店中使用的“墓碑”和反广告材料 销售烟草制品的。 他们将制作录像模拟 两种替代 POP 广告政策的典型商店环境 （仅“墓碑”广告；“墓碑”广告加上反广告）和 参考，现状 POP 条件。 这些刺激材料将 在课堂上呈现给学生。 研究设计使得 研究人员衡量暴露于不同环境的直接影响 POP 条件（第一年）。 他们还能够确定直接关系之间的关系 对录像 POP 政策选项的回应（以及非视频参考） 状况）和随后的吸烟相关行为（第 2 年）。 这 研究人员会将研究结果传播给其他人 研究人员、烟草政策活动家和公共卫生官员（第三年）。 结果将阐明烟草持久性有机污染物对吸烟的影响 对青少年进行营销并提供有关两种效果的经验数据 拟议的政策选择。 他们将测量青少年的反应 接种反广告并确定反应是否具有预测性 未来的行为。