Reducing the Effect of Tobacco Powerwall Displays at Retail Point-Of-Sale

减少零售销售点烟草 Powerwall 展示的影响

• 批准号: 8725100
• 负责人: William G Shadel
• 金额: $ 51.41万
• 依托单位: RAND CORPORATION
• 依托单位国家: 美国
• 财政年份: 2013
• 资助国家: 美国
• 起止时间: 2013-09-01 至 2017-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8725100
• 关键词: Adolescent; Advertising; Age; Agreement; Alcohols; Amendment; Attitude; Back; Candy; Cigarette; Communities; Data; Environment; Experimental Designs; Exposure to; Family Smoking Prevention and Tobacco Control Act; Filler; Future; High School Student; Industry; Laboratories; Legal; Location; Marketing; Measures; Mediating; Mediator of activation protein; Modeling; Participant; Pattern; Predisposition; Printing; Prospective Studies; Public Health; Recruitment Activity; Regulation; Research; Risk; Sales; Science; Side; Smokeless Tobacco; Smoking; Smoking Status; Speech; Structure; Sum; Television; Testing; Time; Tobacco; Tobacco Industry; Tobacco use; Water; Youth; adolescent smoking; authority; billboard; cigarette advertising; cigarette smoking; design; evidence base; fighting; improved; innovation; junior high school; meetings; movie; posters; psychosocial; public health relevance; research study; response; success; tobacco advertising; tool; uptake

DESCRIPTION (provided by applicant): The Family Smoking Prevention and Tobacco Control Act (TCA; 2009) gave the FDA authority to regulate how tobacco products are advertised. Ongoing legal challenges by the tobacco industry make it difficult to know precisely what kinds of tobacco advertising and marketing regulations will ultimately be permitted. The success of overcoming legal challenges and implementing any TCA-driven advertising regulations is dependent, in part, on the extent to which a given regulatory approach is supported by a strong evidence base. One of the thorniest issues in this regard is how to best regulate retail Point-of-Sale (POS) tobacco advertising. POS advertising includes indoor and outdoor billboard advertising, and prominent, expansive displays of many different types of tobacco products at the POS location (i.e., the tobacco power wall display). The TCA offers broad guidance for states and local communities to regulate the time, place, and manner of advertising at POS, but there is little specific information available as to how to regulate the POS environment to most effectively reduce its effects on adolescent smoking. The overall aim of this research is to experimentally evaluate the extent to which the location of tobacco power wall displays (Study 1) and inclusion of anti-tobacco messages at POS (Study 2) influence tobacco use risk in a middle and high school students (ages 11-17). As part of this project, we will construct an experimental POS convenience store that "sells" tobacco products in addition to other products typically found in such stores (e.g., soda, water, candy, etc.). This experimental POS retail store, or store lab, will allow us to manipulate key ingredients of the POS retail environment, including placement of tobacco power wall displays and presence of anti-tobacco posters, in a highly controlled, but externally and ecologically valid way. In both studies, participants will enter the store lab and spend 4 minutes picking out and "purchasing" $5 worth of (non-tobacco) products in the store. After exiting the store, they will complete items that tap into their tobacco use risk (cigarette smoking risk and smokeless tobacco risk). Study 1 will evaluate the effects of tobacco power wall display location on tobacco use risk by manipulating power wall display location within the POS environment in a between subjects design. The locations that will be compared are: behind the cashier (cashier); side-wall display, away from cashier (side-wall); and display hidden from view (hidden). Study 2 will examine the effects of including anti-tobacco use posters in the POS environment to examine their effects on tobacco use risk in a between subjects design. The anti-tobacco poster conditions that will be compared are: no poster (none); a small poster at the cash register (cash register); a large poster on the tobacco power wall display (power wall); and posters at the cash register and on the power wall (combined). We will also examine psychosocial mediators of any observed experimental effects of store lab structure on tobacco use risk. Advancing an understanding of how to best reduce the effect of tobacco wall displays at POS will inform regulatory science designed to reduce adolescent tobacco use.

描述（由申请人提供）：《家庭吸烟预防和烟草控制法案》（TCA；2009 年）赋予 FDA 监管烟草产品广告方式的权力。烟草业持续面临的法律挑战使得人们很难准确地了解最终将允许哪些类型的烟草广告和营销法规。克服法律挑战和实施任何 TCA 驱动的广告法规的成功部分取决于特定监管方法在多大程度上得到强有力的证据基础的支持。这方面最棘手的问题之一是如何最好地监管零售销售点（POS）烟草广告。 POS 广告包括室内和室外广告牌广告，以及在 POS 位置突出、广泛地展示许多不同类型的烟草产品（即烟草动力墙展示）。 TCA 为各州和当地社区提供了广泛的指导，以规范 POS 广告的时间、地点和方式，但关于如何规范 POS 环境以最有效地减少其对青少年吸烟的影响，几乎没有具体信息。本研究的总体目标是通过实验评估烟草电源墙展示的位置（研究 1）和 POS 中包含的反烟草信息（研究 2）对中学生和高中生烟草使用风险的影响程度（ 11-17 岁）。作为该项目的一部分，我们将建造一家实验性 POS 便利店，除了此类商店中常见的其他产品（例如苏打水、水、糖果等）之外，还“销售”烟草产品。这个实验性 POS 零售店或商店实验室将使我们能够以高度受控但在外部和生态上有效的方式操纵 POS 零售环境的关键要素，包括烟草电源墙显示器的放置和反烟草海报的存在。在这两项研究中，参与者将进入商店实验室，花 4 分钟在商店中挑选并“购买”价值 5 美元的（非烟草）产品。离开商店后，他们将完成涉及烟草使用风险（吸烟风险和无烟烟草风险）的项目。研究 1 将通过在受试者间设计中操纵 POS 环境内的电源墙显示位置来评估烟草电源墙显示位置对烟草使用风险的影响。将进行比较的位置有： 收银台（收银台）后面；侧壁展示，远离收银台（侧壁）；并从视图中隐藏（隐藏）显示。研究 2 将研究在 POS 环境中包含反烟草使用海报的效果，以检查其在受试者间设计中对烟草使用风险的影响。将进行比较的反烟草海报条件为： 无海报（无）；收银台（收银机）处的小海报；烟草动力墙展示（power wall）上的大型海报；以及收银台和电源墙上的海报（合并）。我们还将检查商店实验室结构对烟草使用风险的任何观察到的实验影响的社会心理中介因素。加深对如何最好地减少 POS 墙上展示烟草的影响的了解，将为旨在减少青少年烟草使用的监管科学提供信息。