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: 10246189
• 负责人: Carla J Berg
• 金额: $ 40.33万
• 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 2023-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10246189
• 关键词: Accounting; Adopted; Adult; Arts; Behavior; Businesses; Categories; Cities; Country; Data; Diffusion of Innovation; Event; Future; Goals; Industry; International; Interview; Israel; Manufacturer Name; Marketing; Methodology; Methods; Modified Risk Tobacco Product; Nature; Outcome; Perception; Policies; Policy Research; Population; Positioning Attribute; Price; Public Health; Publishing; Reaction; Readiness; Regulation; Research; Sales; Smoking; Statutes and Laws; Structure; Surveillance Methods; Surveys; Technology; Testing; Time; Tobacco; Tobacco Industry; Tobacco use; Translations; Work; aged; base; combustible cigarette; consumer behavior; heated tobacco products; innovation; medical specialties; primary outcome; recruit; secondary outcome; theories; tobacco products; tobacco regulation; 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 全球市场越来越多地包括菲利普莫里斯国际公司 (PMI) 提交的加热烟草产品 (HTP)。 全球 HTP 领导者 IQOS 的上市前烟草申请，并正在寻求降低风险烟草产品 鉴于 IQOS 即将进入美国市场，利用该产品的分类至关重要。 来自其他环境的营销数据，以告知和推进有关 IQOS 的监管工作。 科学前提和基于社会生态框架的概念框架，表明了 监管背景和对营销的影响，以及创新理论的扩散，营销会计 策略和渠道，以及对消费者行为和观念的影响。 IQOS 在多个国家/地区都有市场，以色列的独特之处在于它代表了 3 种不同的监管 背景：1）IQOS最初在以色列出现时，它没有被归类为烟草产品（2016年12月-2017年4月）； 2) 在监管相对薄弱的情况下将其归类为烟草产品（2017 年 4 月至 2019 年）；3) 将被归类为烟草产品； 在新的进步立法（2019 年开始生效）中作为烟草产品进行监管。 自 2016 年以来，我们一直在收集和分析 IQOS 在以色列的营销数据，因此，我们处于战略地位以进行比较； PMI 在这些不同的监管环境中使用的现实世界营销策略，并检查消费者的反应 以色列和美国 PMI 的 IQOS 网站上的这一营销内容建议针对至少 4 个消费市场。 细分市场（商业与时事；艺术、文化与时尚；自然与远足；创新与技术）。 营销内容和分销渠道可能反映了这些群体，但是，这些细分市场可能有所不同。 PMI 营销优先考虑，并且可能在 IQOS 的使用和认知方面有所不同。 总之，以色列人。 监管环境和我们之前的研究为推动美国监管 IQOS 营销做好准备提供了机会。 鉴于需要独立研究，特别是使用现实世界的营销和借鉴 行业自己的方法，以便真正估计此类产品及其营销对人口的影响。 这一工作的目标是为烟草监管工作提供信息，以尽量减少烟草使用对人口的危害。 近期目标是检查以色列在 3 个监管期内使用的 IQOS 营销策略，并检查 它们对以色列和美国人口的影响我们提出了 2 个相互关联的具体目标：1）检查 IQOS。 以色列市场的营销策略；2) 研究以色列和美国的细分市场 与 IQOS 使用和/或未来使用可能性相关的成年人 该提案响应 RFA-OD-18-002，重点关注。 营销影响和行为，并涉及严格方法的创新应用。 PMI 在以色列 3 个不同监管时期使用的 IQOS 营销策略以及了解其影响 这些针对不同消费者群体的策略以及它们对美国消费者的推广程度，调查结果 将提供信息以更好地估计 IQOS 及其在美国营销的潜在影响。