Perceptions and Impact of Modified Risk Tobacco Product Communication Messages

改良风险烟草产品传播信息的看法和影响

• 批准号: 10595792
• 负责人: Olivia Wackowski
• 金额: $ 30.98万
• 依托单位: RBHS-SCHOOL OF PUBLIC HEALTH
• 依托单位国家: 美国
• 财政年份: 2018
• 资助国家: 美国
• 起止时间: 2018-05-15 至 2023-03-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/10595792
• 关键词: Address; Advertisements; Advertising; Advocate; Authorization documentation; Behavioral; Carcinogens; Cigarette; Communication; Complex; Development; Educational Intervention; Educational Materials; Electronic cigarette; Feedback; Focus Groups; Goals; Government; Harm Reduction; Health; Health education; Individual; Industry; Label; Legal; Malignant Neoplasms; Malignant neoplasm of lung; Modification; Modified Risk Tobacco Product; Outcome; Package Insert; Pathway interactions; Perception; Policies; Regulation; Regulatory Pathway; Relative Risks; Research; Risk; Science; Series; Smokeless Tobacco; Smoker; Source; Standardization; Testing; Time; Tobacco; Tobacco Industry; United States Food and Drug Administration; Variant; Water; base; cancer risk; combustible cigarette; comparative; disorder risk; experimental study; health organization; non-smoker; risk perception; snus; tobacco control; tobacco products; trend; warning label

ABSTRACT Combustible cigarettes are the most deadly form of tobacco, but public misperceptions exist about the relative risk of lower harm products such as snus and e-cigarettes. As such, tobacco control professionals have advocated that smokers be better informed of these reduced risks given that this may facilitate switching to these reduced risk products from combustible cigarettes, and subsequent harm-reduction benefits (e.g., lower lung cancer risk). Tobacco companies are also beginning to apply to the FDA for permission to make reduced risk claims in their advertising, and this trend is likely to continue as the industry moves the market towards developing products with reduced risks relative to cigarettes. However, very little is known about how to communicate reduced risk (RR) tobacco messages, where they should be placed, how consumers might perceive them, and what their effects might be. Only a few studies have begun exploring the impact of RR messages presented as a benefit claim on smokeless tobacco or e-cigarette advertisements, or presented within a warning label that is required on ads. No studies have compared one approach versus the other, nor their potentially different impacts on important outcomes such as perceived message source, credibility, recall, risk perceptions, and use intentions. Similarly, little research exists on the impact of tobacco reduced risk information included in educational types of materials, such as fact sheets. In contrast to ads, health education materials may give consumers a fuller understanding of both the potential risks and risks relative to cigarettes, and could be used by health organizations or act as packaging inserts. As such, the overall goal of this study is to advance understanding of communication about reduced risk tobacco products. The specific aims are to: 1) develop tobacco reduced risk messages for short and long communication formats; 2) compare the impact of reduced risk messages presented as ad benefit claims versus within ad warning labels and 3) examine the impact of snus and e-cigarette educational fact sheets with reduced risk information. This project aims to address an important and timely research gap and produce high impact practical results that can immediately be used to guide industry regulations on tobacco risk communication and the development of tobacco educational materials that address relative tobacco product risks.

抽象的 可燃香烟是最致命的烟草形式，但公众对相对的存在误解 鼻烟和电子烟等低危害产品的风险。因此，烟草控制专业人员 主张吸烟者更好地了解这些降低的风险，因为这可能有助于转向吸烟 这些降低了可燃香烟风险的产品，以及随后的减少危害的好处（例如，降低 肺癌风险）。烟草公司也开始向 FDA 申请减少生产的许可 广告中的风险声明，随着行业将市场推向 开发相对于香烟风险较低的产品。然而，人们对于如何做到这一点却知之甚少 传达降低风险 (RR) 烟草信息、应将其放置在何处、消费者如何 感知它们，以及它们可能产生的影响。只有少数研究开始探索 RR 的影响 在无烟烟草或电子烟广告上作为福利主张呈现的信息，或 在广告上要求的警告标签内。没有研究比较一种方法与另一种方法，也没有研究比较 它们对重要结果的潜在不同影响，例如感知的消息来源、可信度、回忆、 风险认知和使用意图。同样，关于烟草降低风险的影响的研究也很少 教育类型材料中包含的信息，例如概况介绍。与广告相比，健康教育 材料可以让消费者更全面地了解潜在风险和与卷烟相关的风险， 可以被卫生组织使用或用作包装插页。因此，本研究的总体目标是 增进对低风险烟草产品沟通的理解。具体目标是：1） 制定短期和长期沟通格式的烟草降低风险信息； 2）比较影响 与广告警告标签中相比，以广告利益声明形式呈现的风险信息降低，并且 3) 检查 鼻烟和电子烟教育情况说明书的影响以及减少的风险信息。该项目旨在 解决重要而及时的研究空白，并产生高影响力的实际成果，可以立即 用于指导烟草风险沟通和烟草发展的行业法规 解决相关烟草产品风险的教育材料。