Advancing Communication Science to Reduce Disparities in Young Adult Cigar Use

推进传播科学，减少年轻人雪茄使用的差异

• 批准号: 10665867
• 负责人: Adam O Goldstein
• 金额: $ 71.58万
• 依托单位: UNIV OF NORTH CAROLINA CHAPEL HILL
• 依托单位国家: 美国
• 财政年份: 2023
• 资助国家: 美国
• 起止时间: 2023-09-30 至 2028-08-31
• 项目状态: 未结题
• 来源: https://reporter.nih.gov/project-details/10665867
• 关键词: Adult; Age; Area; Attention; Attitude; Behavior; Belief; Black Populations; Black race; Cellular Phone; Cigar; Cigarette; Communication; Consumption; Crowding; Development; Disparity; Environment; Exposure to; Focus Groups; Goals; High Prevalence; Instagram; Investigation; Learning; Literature; Malignant Neoplasms; Malignant neoplasm of esophagus; Malignant neoplasm of larynx; Malignant neoplasm of lung; Measures; Methods; Participant; Play; Population; Process; Published Comment; Race; Randomized, Controlled Trials; Reduce health disparities; Regulation; Research; Role; Science; Smoke; Surveys; Technology; Testing; Time; Tobacco; Tobacco Use Cessation; Tobacco use; Vulnerable Populations; Work; addiction; arm; behavior change; cigarette smoking; cigarillos; design; digital; digital media; disparity reduction; effectiveness evaluation; experimental study; insight; malignant mouth neoplasm; primary outcome; secondary outcome; social media; theories; tobacco products; tobacco regulatory science; visual tracking; young adult

ABSTRACT: PROJECT 1 Almost 9 million US adults currently smoke cigars, which cause multiple cancers, including oral, esophageal, laryngeal, and lung cancer. Over the last two decades, while cigarette consumption declined 48%, cigar consumption increased 115%, mostly due to increased use of little cigars and cigarillos (LCCs). LCC rates are highest in young adults (YA) ages 18-29, with disproportionately higher prevalence among Black YAs. Communication campaigns have played powerful roles in reducing cigarette use, but no national campaigns have yet focused on cigar or LCC use. There has been little research in communication science to reduce LCC use, especially in social media, where YAs spend substantial time. Research is needed on identifying the themes most likely to reduce LCC use; whether changing incorrect beliefs about flavors, harm, and addiction is an effective approach; and how to increase attention and engagement with digital messages. These advances will help reduce disparities in LCC use if done with a content co-creation approach, including involving Black and other YAs in the development process. This project’s goal is to advance communication science to inform campaigns to decrease YA LCC use, especially among Black YAs. This aligns with the UNC TCORS integrative theme of building the science for effective regulation of and communication about tobacco products disproportionately used by priority populations, including cigars. Project 1’s Aim 1 develops potentially impactful theory-driven communication themes for reducing LCC use among YA LCC users. The team will identify a comprehensive set of beliefs about LCC use and use a national survey to determine which beliefs about LCC use are most promising to develop campaign messages that are then vetted with YA LCC user focus groups. Aim 2 tests digital ad design features and messaging to identify those ads that maximize attention and engagement among YA LCC users. The research team will work with design professionals to create Instagram-like LCC ads for the messages and enhance them with design features to increase attention and engagement. These ads will then be refined with focus groups and used in an eye-tracking experiment on smartphones to compare digital LCC messages with and without the enhanced design features in a simulated Instagram environment. Aim 3 conducts a multi-week randomized controlled trial to determine the effectiveness of digital campaign ads with enhanced design features in promoting increased quit intentions among YA LCC users. Participants in the trial will be exposed to Instagram-like enhanced LCC campaign digital ads or control ads. The research team is optimally prepared for this project based on unique expertise in cigar communication, message and campaign development, and reducing disparities. The proposed studies respond to the RFA’s Communication and Behavior domains and will inform communication campaigns to reduce LCC and other tobacco use and advance methods to reduce tobacco-related disparities.

摘要：项目 1 目前有近 900 万美国成年人吸雪茄，雪茄会导致多种癌症，包括口腔癌、食道癌、 在过去的二十年里，虽然卷烟消费量下降了 48%，但雪茄的消费量却下降了 48%。 消费量增加了 115%，主要是由于小雪茄和小雪茄 (LCC) 的使用量增加。 18-29 岁的年轻人 (YA) 中患病率最高，黑人青少年中患病率更高。 宣传活动在减少香烟使用方面发挥了强大作用，但没有全国性的活动 尚未关注雪茄或 LCC 的使用 传播科学方面很少有研究来减少 LCC。 的使用，尤其是在社交媒体中，青少年需要花费大量时间来识别这些内容。 最有可能减少 LCC 使用的主题；是否改变对口味、危害和成瘾的错误信念 有效的方法；以及如何增加对数字信息的关注和参与。 如果采用内容共同创作方法（包括让黑人参与），将有助于减少 LCC 使用方面的差异 以及开发过程中的其他青年学术年，该项目的目标是推进传播科学以提供信息。 开展减少 YA LCC 使用的活动，特别是在黑人 YA 中 这与 UNC TCORS 一致。 建立有效监管和传播烟草制品的科学的综合主题 优先人群使用比例过高，包括项目 1 的目标 1 的发展潜力。 具有影响力的理论驱动的沟通主题，以减少 YA LCC 用户对 LCC 的使用。 确定关于 LCC 使用的一套全面的信念，并使用全国调查来确定哪些信念 关于 LCC 使用最有希望开发活动信息，然后由 YA LCC 用户进行审查 目标 2 测试数字广告设计功能和消息传递，以确定那些最大化的广告。 YA LCC 用户的关注和参与 研究团队将与设计专业人士合作 为这些消息创建类似 Instagram 的 LCC 广告，并通过设计功能增强它们以增加关注度 然后，这些广告将通过焦点小组进行完善，并用于眼球追踪实验。 智能手机可在模拟中比较具有和不具有增强设计功能的数字 LCC 消息 Instagram 环境进行了为期数周的随机对照试验以确定 具有增强设计功能的数字活动广告在促进提高戒烟意愿方面的有效性 参与试验的 YA LCC 用户将接触到类似 Instagram 的增强型 LCC 活动。 研究团队基于独特的专业知识为该项目做好了最佳准备。 雪茄传播、信息和活动发展，以及减少差异 拟议的研究。 回应 RFA 的沟通和行为领域，并将通知沟通活动 减少低成本烟草和其他烟草的使用，并改进减少烟草相关差异的方法。