Approaches to Evaluating Consumer Perception of Tobacco Products

评估消费者对烟草产品看法的方法

基本信息

批准号：
8310409
负责人：
RICHARD J O'CONNOR
金额：
$ 30.55万
依托单位：
UNIVERSITY OF MINNESOTA
依托单位国家：
美国
项目类别：
财政年份：
2012
资助国家：
美国
起止时间：
2012-09-01 至 2017-08-31
项目状态：
已结题

来源：
https://reporter.nih.gov/project-details/8310409
关键词：
Address Adherence Adolescent Adopted Adoption Adult Advertisements Advertising Affective Area Attitude Behavioral Belief Boxing Camels Clinical Trials Cognitive Communities Development Enrollment Ensure Evaluation Expectancy Exposure to Goals Health Communication Human Individual Instruction Intention Knowledge Link Market Research Marketing Measurement Measures Mediator of activation protein Metric Modeling Outcome Participant Pattern Perception Persons Play Population Printing Product Packaging Protocols documentation Public Health Reaction Relapse Research Research Personnel Research Project Grants Review Literature Risk Role Sampling Sensory Shapes Smoker Testing Time Tobacco Tobacco use Toxicant exposure United States Food and Drug Administration Validation Work base consumer product design empowered experience interest novel response risk perception snus social cognitive theory tobacco control

项目摘要

PROJECT SUMMARY (See instructions): The Food and Drug Administration is now empowered to consider consumers' perceptions when evaluating modified risk' claims for tobacco products. From a marketer's perspective, shaping consumers' perceptions is fundamental to encouraging them to try, and ultimately adopt, a novel modified risk product. Consumer perception includes reactions to messaging (broadly encompassing knowledge, attitudes, beliefs, product expectancies and risk perceptions) and to product use (including behavioral, sensory and other subjective effects). A recent literature review recommended that researchers validate the wide range of consumer response measures available, understand how product messaging and product design interact to influence subjective response and risk perceptions, and understand relationships among subjective responses, risk perceptions and behavioral outcomes (4). The proposed research project is intended to address these research gaps and has three aims: 1) establish the sensitivity of consumer perception metrics to differences in product claim presentations in advertising; 2) examine the contributions of cognitive, affective, and sensory perceptions to behavioral intentions to use a product; and 3) examine whether consumer perceptions are associated with product usage patterns in current smokers. The purpose of this research is to establish a validated set of consumer perception measurements that can be used by regulators to predict consumer interest in and use of new and modified risk products. This work will also aid our understanding of the multiple influences on consumer perceptions of tobacco products and their marketing. This project integrates with the clinical trial (Project 4) through its contribution of measures and evaluation of product usage, and with human abuse liability assessment (Project 2) through integration of purchase tasks.

项目摘要（参见说明）：美国食品和药物管理局现在有权在评估烟草产品的改良风险声明时考虑消费者的看法。从营销人员的角度来看，塑造消费者的认知对于鼓励他们尝试并最终采用新型风险产品至关重要。消费者感知包括对信息传递的反应（广泛包括知识、态度、信念、产品期望和风险感知）和对产品使用的反应（包括行为、感官和其他主观影响）。最近的一篇文献综述建议研究人员验证各种可用的消费者反应措施，了解产品信息和产品设计如何相互作用以影响主观反应和风险认知，并了解主观反应、风险认知和行为结果之间的关系 (4)。拟议的研究项目旨在解决这些研究空白，并具有三个目标：1）建立消费者感知指标对广告中产品声明展示差异的敏感性； 2）检查认知、情感和感官知觉对使用产品的行为意图的贡献； 3) 检查消费者的看法是否与当前吸烟者的产品使用模式相关。本研究的目的是建立一套经过验证的消费者认知测量方法，监管机构可以使用这些测量方法来预测消费者对新的和改进的风险产品的兴趣和使用。这项工作也将有助于我们理解对消费者对烟草产品及其营销的看法的多重影响。该项目通过其对产品使用的测量和评估的贡献与临床试验（项目4）相结合，并通过采购任务的整合与人体虐待责任评估（项目2）相结合。