Project 3: Informing and Correcting Perceptions Regarding Tobacco Produ p231-274

项目 3：告知和纠正有关烟草产品的看法 p231-274

• 批准号: 8923199
• 负责人: CHERYL Lee PERRY
• 金额: $ 67.65万
• 依托单位: UNIVERSITY OF TEXAS HLTH SCI CTR HOUSTON
• 依托单位国家: 美国
• 资助国家: 美国
• 起止时间: 至 2016-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8923199
• 关键词: Address; Adult; Affect; Age; American; Area; Attention; Attitude; Awareness; Belief; Car Phone; Categories; Cellular Phone; Characteristics; Cigar; Cigarette; Communication; Complex; Comprehension; Data; Effectiveness; Emotional; Empirical Research; Employee Strikes; Ethnic Origin; Family Smoking Prevention and Tobacco Control Act; Flavoring; Gender; Generations; Goals; Incidence; Investigation; Knowledge; Lead; Life; Marketing; Measurement; Measures; Modeling; Nicotine Dependence; Participant; Perception; Persuasive Communication; Population; Prevalence; Public Health; Race; Randomized; Regulation; Research; Risk; Safety; Sampling; Science; Services; Smokeless Tobacco; Students; Technology; Testing; Text; Tobacco; Tobacco Industry; Tobacco use; United States; Youth; age group; community college; comparative; comparative efficacy; design; follow-up; health literacy; hookah; innovation; interest; meetings; risk perception; snus; tobacco control; university student; young adult

Young adults are a key target group for the tobacco industry with respect to marketing their products, both conventional and new and emerging, often perceived as "safe" or "less harmful." Therefore, the field is in great need for new, impactful information campaigns that deliver messages to young adults that are easy-to understand and not misleading. Mobile phones and text messaging represent a highly promising, widespread channel of delivery for such messages. With 96% of the adult population of the United States having access to the mobile technology, this channel offers unparalleled opportunities for reaching the targeted audience of young adults. The proposed project will considerably advance our knowledge on the current status of , awareness, attitudes, receptivity, and comprehension of the harmful effects of conventional and new and emerging tobacco products (Aim 1). The project will help to identify the most effective combinations of text message framing for communicating information about the potential harmful effects of tobacco products (Aim 2). Finally, the project will help identify and analyze key moderators of awareness, attitudes, receptivity, and understanding of the harmful effects and constituents of conventional as well as new and emerging tobacco products (Aim 3). The significance of the proposed research and relevance to public health is difficult to overestimate. The tobacco industry is becoming increasingly active in marketing new tobacco products with special appeal to younger audiences. It is critically important to design and test the most impactful messages that would debunk the tobacco industry's myths regarding their new tobacco products' safety, primarily due to the fact that these products retain their addictive potential often leading to lifelong nicotine dependence. The unique features and innovation of the project are brought about by its theoretical framework (Elaboration Likelihood Model of Persuasion), the use of the key message determinants from marketing and public health (emotional versus rational appeal and gain- versus loss-framing), and the message delivery via mobile phones. We will utilize a randomized repeated measures design with three measurement periods and two categories of tobacco products. A total of 640 community college students will be randomly assigned to receive one of eight types of text messages. Each message type will be constructed using a unique combination of depth, appeal, and framing. In a longitudinal fashion, we will identify the optimal combination of characteristics that deliver the most impactful messages. Importantly, this study will provide important clues on how communications informing about tobacco products and tobacco use, including risk, harmful and potentially harmful constituents, new and emerging tobacco products, and potential modified-risk tobacco products should be conveyed to the young adults so that it is understandable and not misleading. This investigation is likely to produce results affecting such important areas as utilizing the mobile phone technology's potential to the fullest extent in tobacco control and helping to raise the new non-tobacco using generation of Americans.

年轻人是烟草业营销其产品的关键目标群体 传统的、新兴的和新兴的，通常被认为是“安全”或“危害较小”。因此，该领域处于大 需要开展新的、有影响力的信息活动，向年轻人传递易于理解的信息 并且不会误导。移动电话和短信是一种极具前景、广泛应用的技术 此类消息的传递渠道。美国 96% 的成年人口能够获得 利用移动技术，该频道为接触目标受众提供了无与伦比的机会 年轻人。拟议的项目将大大提高我们对当前状况的了解， 对传统的和新的和新的有害影响的认识、态度、接受度和理解 新兴烟草产品（目标 1）。该项目将有助于确定最有效的文本组合 用于传达有关烟草制品潜在有害影响的信息的消息框架（目标 2）。最后，该项目将帮助识别和分析意识、态度、接受性和影响力的关键调节因素。 了解传统以及新兴烟草的有害影响和成分 产品（目标 3）。拟议研究的重要性以及与公共卫生的相关性很难确定 高估了。烟草业在营销新型烟草产品方面变得越来越积极 对年轻观众特别有吸引力。设计和测试最具影响力的消息至关重要 这将揭穿烟草业关于其新型烟草产品安全性的神话，主要是由于 事实上，这些产品保留了其成瘾潜力，常常导致终生尼古丁依赖。这 其理论框架（阐述）带来了该项目的独特性和创新性 说服的可能性模型），使用来自营销和公共卫生的关键信息决定因素 （情感诉求与理性诉求以及收益框架与损失框架），以及通过手机传递的消息。 我们将利用随机重复测量设计，具有三个测量周期和两类 烟草制品。总共 640 名社区学院学生将被随机分配接受八项中的一项 短信类型。每种消息类型都将使用深度、吸引力、 和框架。以纵向方式，我们将确定可提供以下特征的最佳组合： 最有影响力的消息。重要的是，这项研究将为沟通如何进行提供重要线索。 告知烟草产品和烟草使用，包括风险、有害和潜在有害成分， 新型和新兴烟草产品以及潜在的改变风险的烟草产品应传达给 以便年轻人能够理解而不是误导。这项调查可能会产生结果 影响诸如充分利用移动电话技术的潜力等重要领域 烟草控制并帮助培养新一代不吸烟的美国人。