Journal article
Marketing Influences on Perceptions of Reduced Nicotine Content Cigarettes
Nicotine & tobacco research, v 21(Suppl 1), pp S117-S124
23 Dec 2019
PMID: 31867656
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
The Food and Drug Administration announced intent to reduce the nicotine content in cigarettes. There is limited evidence on how reduced nicotine content cigarette (RNC) marketing affects product beliefs and use, and research on this is needed to inform regulations.
In an online experiment, 426 young adult cigarette smokers (aged 18-30 years) were randomized in a 2 (implicit: red package vs. blue package) × 2 (explicit: corrective message vs. no corrective message) design to view an advertisement for previously commercially available RNCs. Outcomes were advertisement content recall, product beliefs, and use intentions. Participants' responses to open-ended assessment of their beliefs about the stimuli were coded to identify prevailing themes.
Red packaging and corrective messaging were independently associated with greater advertisement content recall (p = .01 and p = .04, respectively). There were no significant main or interaction effects on product beliefs or use intentions. Controlling for condition, advertisement content recall was significantly associated with less favorable product beliefs (p < .001) and favorable product beliefs were associated with intent to use the product (p < .001). Open-ended responses converged on the finding that respondents were interested in RNCs, but expressed skepticism about effectiveness and value.
Brief exposure to an RNC advertisement with red packaging and corrective messaging were each independently associated with greater advertisement content recall. The results indicate: (1) interest and confusion among young adult smokers regarding RNCs, (2) beliefs about RNCs are influenced by marketing, and (3) beliefs are associated with intention to use RNCs.
Findings from this study demonstrate the importance of advertising effects on beliefs about RNC products and support the need to regulate advertising and labeling alongside product regulation. More detailed study of advertisement features that affect consumers' beliefs about RNCs and how they impact their processing of explicit messaging about product risks will be important to guide regulatory decision-making.
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Details
- Title
- Marketing Influences on Perceptions of Reduced Nicotine Content Cigarettes
- Creators
- Andrea C Johnson - Milken InstituteDarren Mays - Georgetown University Medical CenterAndrea C Villanti - University of VermontRaymond S Niaura - New York College of Health ProfessionsKathryn Rehberg - Georgetown University Medical CenterLilianna Phan - Georgetown University Medical CenterMelissa Mercincavage - University of PennsylvaniaGeorge Luta - Georgetown University Medical CenterAndrew A Strasser - University of Pennsylvania
- Publication Details
- Nicotine & tobacco research, v 21(Suppl 1), pp S117-S124
- Publisher
- Oxford University Press
- Grant note
- F31 CA239567 / NCI NIH HHS
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Community Health and Prevention
- Web of Science ID
- WOS:000515154300020
- Scopus ID
- 2-s2.0-85077140940
- Other Identifier
- 991021894523204721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Public, Environmental & Occupational Health
- Substance Abuse