Perceived Truthfulness of Reduced Lung Cancer Risk Advertising Claims Influences Consumers' Intention to try and to Purchase Snus.

IF 2.1 Q3 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH Tobacco Use Insights Pub Date : 2023-10-13 eCollection Date: 2023-01-01 DOI:10.1177/1179173X231206042
Brian V Fix, Olivia A Wackowski, Akshika Sharma, Destiny Diaz, Maansi Bansal-Travers, K Michael Cummings, Vaughan W Rees, Dorothy K Hatsukami, Richard J O'Connor
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Abstract

The objective of the current study was to evaluate the impact of a reduced risk claim about lung cancer, presented in various formats, on smokers' and non-smokers' interest in trying Camel Snus and intention to purchase Camel Snus. We varied claim formats by varying advertising messages for Camel Snus in 4 ways (1) text only; (2) bar chart; (3) text/testimonial; and (4) bar chart/testimonial. 3001 participants were recruited from a web-based consumer specialty panel via an email invitation. In 2015, a second study was conducted, using similar methods, where 3001 additional participants were recruited. Overall, controlling for other factors, the presence of an MRTP claim was not significantly related to interest in trying snus [X2 (4) = 8.567, P = .073], or purchase intentions [X2 (4) = 1.148, P = .887]. Relative to a control ad where no explicit health risk claim was made, the Graphic + testimonial [OR = 1.29] or Text only [OR = 1.41] claims did significantly increase interest in trying Camel Snus. However, the adverting format did not impact interest in purchasing Camel Snus. While current smokeless tobacco users (95%) and smokers (59%) expressed interest in trying Camel Snus, non-tobacco users (7%) showed low interest in trying or purchasing Camel Snus (P < .001). Interest in trying Camel Snus was stronger in younger smokers compared to older smokers. Among current smokers, worry about lung cancer (the key focus of the reduced risk claim) was not associated with interest in trying Camel Snus or with purchase intention [OR = .91, 95% CI: .72, 1.14] or intention to purchase snus [OR = 1.07, 95% CI: .86, 1.32]. Future research should evaluate how claim and messaging formats influence perceived truthfulness and whether this effect differs among sub-groups of consumers, such as adolescents, those with tobacco-related disease, and former smokers. It will also be helpful to understand whether perceptions of ad truthfulness result in changes in product use patterns over time. In sum, giving people truthful, credible information about relative product risks, such as through authorized MRTP claims, is important, but such information is likely insufficient to get smokers to switch.

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降低癌症风险广告声明的真实性影响消费者尝试和购买鼻烟的意愿。
本研究的目的是评估以各种形式提出的癌症风险降低声明对吸烟者和非吸烟者尝试骆驼烟的兴趣和购买骆驼烟的意图的影响。我们通过4种方式改变Camel Snus的广告信息来改变索赔格式(1)仅文本;(2) 条形图;(3) 文本/证明;以及(4)条形图/证明。3001名参与者通过电子邮件邀请从一个基于网络的消费者专业小组中招募。2015年,使用类似的方法进行了第二项研究,招募了3001名额外的参与者。总的来说,在控制其他因素的情况下,MRTP索赔的存在与尝试snus的兴趣[X2(4)=8.567,P=.073]或购买意向[X2(2)=1.148,P=.887]没有显著相关性。相对于没有明确健康风险索赔的对照广告,图形+证明[OR=1.29]或纯文本[OR=1.41]的声明确实显著增加了人们尝试骆驼鼻烟的兴趣。然而,广告形式并没有影响购买骆驼鼻烟的兴趣。虽然目前的无烟烟草使用者(95%)和吸烟者(59%)表示有兴趣尝试骆驼鼻烟,但非烟草使用者(7%)对尝试或购买骆驼鼻烟的兴趣较低(P<.001)。与老年吸烟者相比,年轻吸烟者对尝试骆驼鼻雾的兴趣更强。在当前吸烟者中,对癌症的担忧(降低风险声明的关键焦点)与尝试骆驼鼻烟的兴趣或购买意图无关[or=.91,95%CI:.72,1.14]或购买鼻烟的意图[or=1.07,95%CI:.86,1.32]。未来的研究应评估声明和消息格式如何影响感知真实性,例如青少年、患有烟草相关疾病的人和以前的吸烟者。这也将有助于了解对广告真实性的感知是否会随着时间的推移导致产品使用模式的变化。总之,向人们提供关于相对产品风险的真实、可信的信息,例如通过授权的MRTP声明,是很重要的,但这些信息可能不足以让吸烟者改变。
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来源期刊
Tobacco Use Insights
Tobacco Use Insights PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH-
自引率
4.50%
发文量
32
审稿时长
8 weeks
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