Project 4: Examining product descriptors in Natural American Spirit Cigarette marketing

项目 4：检查天然美国烈酒卷烟营销中的产品描述符

• 批准号: 10251279
• 负责人: Olivia Wackowski
• 金额: $ 39.6万
• 依托单位: UNIVERSITY OF PENNSYLVANIA
• 依托单位国家: 美国
• 财政年份: 2018
• 资助国家: 美国
• 起止时间: 2018-09-14 至 2023-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10251279
• 关键词: Address; Advertising; Affect; Age; American; Attitude; Behavior; Behavioral; Cigarette; Data; Descriptor; Drops; Focus Groups; Health; Health Surveys; Image; Imagery; Intention; Label; Legal; Letters; Light; Marketing; Methods; Monitor; Names; Perception; Policies; Population; Population Assessment of Tobacco and Health; Recording of previous events; Regulation; Relative Risks; Research; Research Project Grants; Risk; Smoker; Smoking; Tars; Testing; Time; Tobacco; Tobacco Industry; Tobacco use; Water; Work; authority; cigarette advertising; combustible tobacco; demographics; design; evidence base; experimental study; longitudinal analysis; non-smoker; response; risk perception; tobacco advertising; tobacco control; tobacco products; tobacco regulatory science; tobacco tar; trend; young adult

Project Summary/Abstract Extensive research has confirmed that cigarettes marketed as “light,” “low tar,” and “mild” were misperceived as having lower risks and in recognition of this, the 2009 Tobacco Control Act (TCA) banned the use of these descriptors in one of its earliest regulatory actions, but did not address other misleading terms that studies have shown also suggest reduced harm for products utilizing them. One of these products is Natural American Spirit (NAS), a heavily advertised and top selling premium cigarette brand popular among young adults that promotes itself to consumers using the terms “additive free,” “natural,” and “organic.” The FDA has taken steps to stop NAS from using the misleading product descriptors “natural” and “additive-free” but the issue remains unsettled. The proposed research project aims to provide additional scientific evidence on the terms “natural,” “additive-free,” and “organic,” use of the claim “natural” as part of the brand name, and the use of written claims that may imply the product is “natural” and “additive-free” (e.g., “ingredients: tobacco and water”). Specifically, we aim to 1) understand consumer perceptions of the NAS brand name, descriptors (e.g, “organic”, “Tobacco Ingredients: Tobacco and Water”), and imagery in NAS advertising by conducting twelve focus groups with young adult (ages 18-24) smokers and nonsmokers, 2) assess the effect of such descriptors in print advertising on cigarette risk perceptions and use intentions among 2400 young adult (18-24) smokers and non-smokers using a between-subjects online experiment, and 3) examine population differences in tobacco perceptions, use intentions, and use between NAS and other brand (OB) smokers, comparing them over time via longitudinal analysis of the Population Assessment of Tobacco and Health (PATH) survey study. Lastly, a secondary aim will be to monitor claims and images used in NAS cigarette advertising with a longitudinal content analysis of NAS print and direct mail advertising using data from our TCORS Tobacco Industry Marketing Core. Overall, this research will fit under the UPENN/Rutgers TCORS Integrative Theme of marketing, advertising and packaging of combusted tobacco products, and will directly address the FDA Center for Tobacco Products Scientific Domains of Marketing Influences and Behavior. The findings from this study will build and advance the evidence base on the impact of misleading terms implying reduced risk to assist the FDA in overcoming legal challenges and/or expanding restrictions on descriptors. By providing research on consumers' meanings and attitudes towards these claims, our findings may also inform tobacco control counter-marketing efforts aimed at reducing their influence.

项目概要/摘要 广泛的研究证实，以“淡味”、“低焦油”和“温和”为标签销售的卷烟被误解了 由于风险较低，并且认识到这一点，2009 年《烟草控制法》(TCA) 禁止使用这些 在其最早的监管行动之一中使用了描述符，但没有解决研究中的其他误导性术语 研究还表明，使用它们的产品的危害会减少，其中一种产品是 Natural American。 Spirit (NAS)，一个广告大量、销量最高的优质卷烟品牌，深受年轻人欢迎， 使用“无添加剂”、“天然”和“有机”等术语向消费者推销自己。 FDA 已采取措施。 阻止 NAS 使用“天然”和“无添加剂”的误导性产品描述，但问题仍然存在 拟议的研究项目旨在为“自然”一词提供更多科学证据。 “无添加剂”和“有机”，使用“天然”声明作为品牌名称的一部分，以及使用书面 可能暗示产品“天然”和“无添加剂”的声明（例如“成分：烟草和水”）。 具体来说，我们的目标是 1) 了解消费者对 NAS 品牌名称、描述符（例如： “有机”、“烟草成分：烟草和水”）以及 NAS 广告中的图像，通过进行 12 由吸烟者和非吸烟者组成的年轻人（18-24 岁）焦点小组，2) 评估此类描述符的效果 在平面广告中对 2400 名年轻成年（18-24 岁）吸烟者的卷烟风险认知和使用意图进行调查 和非吸烟者使用受试者间在线实验，3）检查人口差异 NAS 和其他品牌 (OB) 吸烟者之间的烟草认知、使用意图和使用情况，并将其进行比较 随着时间的推移，通过对人口烟草与健康评估 (PATH) 调查研究的纵向分析。 最后，第二个目标是通过以下方式监控 NAS 香烟广告中使用的声明和图像： 使用我们的 TCORS Tobacco 数据对 NAS 印刷和直邮广告进行纵向内容分析 总体而言，这项研究将符合 UPENN/罗格斯大学 TCORS 综合主题： 燃烧烟草产品的营销、广告和包装，并将直接向 FDA 提出 烟草产品营销影响和行为科学领域中心的调查结果。 研究将建立并推进关于误导性术语影响的证据基础，这些术语意味着降低风险 通过提供帮助 FDA 克服法律挑战和/或扩大对描述符的限制。 通过研究消费者对这些说法的含义和态度，我们的研究结果也可能为烟草提供信息 控制旨在降低其影响力的反营销活动。