Assessing IQOS Marketing Influences and Consumer Behavior in Israel: Implications for the US

评估 IQOS 在以色列的营销影响和消费者行为：对美国的影响

• 批准号: 10020369
• 负责人: Carla J Berg
• 金额: $ 41万
• 依托单位: GEORGE WASHINGTON UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2019
• 资助国家: 美国
• 起止时间: 2019-09-18 至 2022-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10020369
• 关键词: Accounting; Adopted; Adult; Arts; Behavior; Businesses; Categories; Cigarette; Cities; Country; Data; Diffusion of Innovation; Estrogen receptor positive; Event; Future; Goals; Industry; International; Interview; Israel; Manufacturer Name; Marketing; Methodology; Methods; Nature; Outcome; Perception; Policies; Policy Research; Population; Positioning Attribute; Price; Public Health; Publishing; Reaction; Readiness; Regulation; Research; Risk; Sales; Smoking; Statutes and Laws; Structure; Surveillance Methods; Surveys; Technology; Testing; Time; Tobacco; Tobacco Industry; Tobacco use; Translations; Work; aged; base; consumer behavior; heated tobacco products; innovation; medical specialties; primary outcome; recruit; secondary outcome; theories; tobacco products; tool; uptake; web site

SUMMARY/ABSTRACT The global market has increasingly included heated tobacco products (HTPs). Philip Morris International (PMI) submitted a Premarket Tobacco Application for IQOS, the global HTP leader, and is pursuing Modified Risk Tobacco Product categorization for this product. Given the impending introduction of IQOS into the US market, it is critical to leverage marketing data from other contexts to inform and advance regulatory efforts regarding IQOS. This proposal leverages a scientific premise and a conceptual framework based on a Socioecological Framework, indicating the importance of regulatory contexts and implications for marketing, and Diffusion of Innovation Theory, accounting for marketing strategies and channels, as well as impact on consumer behavior and perceptions. At the policy level, while there are several countries in which IQOS has a presence in the market, Israel is unique in that it represents 3 distinct regulatory contexts: 1) during IQOS’s initial emergence in Israel, it was not categorized as a tobacco product (Dec 2016-Apr 2017); 2) it was classified as a tobacco product in a relatively weak regulatory context (Apr 2017- 2019); and 3) it will be regulated as a tobacco product within new progressive legislation (going into effect beginning 2019). Our study team has been collecting and analyzing IQOS marketing data in Israel since 2016; thus, we are strategically positioned to compare real-world marketing strategies used by PMI in these different regulatory contexts and to examine consumer reactions to this marketing content in both Israel and the US. PMI’s IQOS website suggests targeting at least 4 consumer market segments (business & current events; art, culture & fashion; nature & hiking; innovation & technology). Thus, their marketing content and distribution channels likely reflect these groups. However, these segments may be differentially prioritized by PMI marketing and may be distinct in their likely IQOS use and perceptions. In summary, the Israeli regulatory context and our prior research offers an opportunity to advance US readiness to regulate IQOS marketing. This will be critical, given that independent research is needed, particularly using real-world marketing and borrowing from the industry’s own methods, in order to truly estimate population impact of such products and their marketing. The overall goal of this line of work is to inform tobacco regulatory efforts to minimize population harm of tobacco use. To this end, the immediate objective is to examine IQOS marketing strategies used in Israel during 3 regulatory periods and examine their impact on segments of the Israel and US population. We propose 2 inter-related specific aims: 1) examine IQOS marketing strategies in Israel from its emergence in the Israel market; and 2) examine market segments of Israeli and US adults in relation to IQOS use and/or likelihood of future use. This proposal is responsive to RFA-OD-18-002, focusing on marketing influences and behavior, and involves innovative applications of rigorous methodology. By examining PMI’s IQOS marketing strategies used in the 3 different regulatory periods in Israel and understanding the impact of these strategies on different segments of consumers and the extent to which they generalize to US consumers, findings will provide information to better estimate the potential impact of IQOS and its marketing in the US.

摘要/摘要 全球市场已增加了加热的烟草产品（HTPS）。提交的菲利普·莫里斯国际（PMI） 全球HTP负责人IQO的烟草烟草申请，正在追求改良的风险烟草产品 该产品的类别。鉴于即将介绍iQoS进入美国市场，至关重要的是利用 从其他情况下营销数据，以告知和推进有关IQO的监管工作。该建议利用 科学的前提和基于社会生态框架的概念框架，表明 监管环境和对营销的影响以及创新理论的扩散，占营销 策略和渠道以及对消费者行为和看法的影响。在政策层面上，有 以色列的几个国家在市场上拥有市场的国家是独特的，因为它代表了3个不同的监管 上下文：1）在IQO在以色列最初出现的过程中，它没有被归类为烟草产品（2016年12月至2017年12月）； 2）在相对较弱的监管环境中，它被归类为烟草产品（2017年4月至2019年）； 3）将会 在新的渐进立法中被视为烟草产品（从2019年开始生效）。我们的学习团队有 自2016年以来，一直在以色列收集和分析IQOS营销数据；因此，我们在战略上可以比较 PMI在这些不同的监管环境中使用的现实世界营销策略，并检查消费者对 以色列和美国的营销内容。 PMI的IQOS网站建议至少针对4个消费市场 细分市场（商业和时事；艺术，文化与时尚；自然与远足；创新与技术）。那，他们 营销内容和分销渠道可能反映了这些群体。但是，这些细分可能是差异的 由PMI营销优先考虑，可能在其可能的IQO使用和看法方面与众不同。总之，以色列 监管环境和先前的研究提供了一个机会，可以促进我们准备调节IQOS营销。这 考虑到需要独立研究，尤其是使用现实世界的营销并从 为了真正估计此类产品及其营销的人口影响，行业自己的方法。总体 这项工作的目标是告知烟草监管工作，以最大程度地减少烟草使用的危害。为此， 直接目的是检查以色列在3个监管期间和检查中使用的IQOS营销策略 它们对以色列和美国人口的细分市场的影响。我们提出2相关的具体目的：1）检查iqos 从以色列市场出现以色列的营销策略； 2）检查以色列和美国的市场细分 与IQO使用和/或未来使用的可能性有关的成年人。该提案对RFA-OD-18-002的反应迅速 关于营销的影响和行为，并涉及严格方法论的创新应用。通过检查 PMI的IQOS营销策略在以色列的三个不同监管期内使用，并了解 这些关于消费者不同细分市场的策略以及他们对美国消费者的推广程度 将提供信息，以更好地估算iQO及其在美国的营销的潜在影响。