Michelle Jeong , Caitlin Weiger , Caitlin Uriarte , Olivia A. Wackowski , Cristine D. Delnevo
{"title":"青少年对电子烟广告特征的关注、认知和吸引力:焦点小组研究","authors":"Michelle Jeong , Caitlin Weiger , Caitlin Uriarte , Olivia A. Wackowski , Cristine D. Delnevo","doi":"10.1016/j.pmedr.2024.102789","DOIUrl":null,"url":null,"abstract":"<div><h3>Background</h3><p>E-cigarette marketing exposure may influence vaping-related outcomes among youth, but less is known on which specific advertising features impact youth attention, perceptions, and appeal. This study qualitatively examines responses to different e-cigarette advertising features among e-cigarette-naïve youth.</p></div><div><h3>Methods</h3><p>We conducted four online focus groups in 2021 with a national U.S. sample of 13–17 year olds (n = 25) who had never used e-cigarettes. Participants viewed and discussed their reactions to different e-cigarette advertisements varying in the inclusion of ad features, including color, models in imagery, text claims targeting smokers, and the nicotine warning label.</p></div><div><h3>Results</h3><p>Participants were attracted to ads with bright colors, particularly when contrasted against a dark background. Ads featuring models attracted attention and reduced perceptions that the product is harmful. Comments indicated mixed reactions to smoker-targeted text claims. On one hand, participants perceived ads with text that specified “for smokers” as targeting older adults. On the other hand, text referring to “switching” from cigarettes to e-cigarettes led to some perceptions that the product is healthy, and certain text that implicitly referred to smoking (e.g., “no odor”) had the potential to appeal to youth who wanted to use e-cigarettes discreetly. The level of attention paid to warnings depended on warning size and the color contrast between the warning and the rest of the ad.</p></div><div><h3>Conclusions</h3><p>Findings suggest specific e-cigarette ad features play an important role in attracting youth attention and influencing perceptions. More research is needed on the potential public health benefits versus unintended consequences of smoker-targeted text claims.</p></div>","PeriodicalId":38066,"journal":{"name":"Preventive Medicine Reports","volume":null,"pages":null},"PeriodicalIF":2.4000,"publicationDate":"2024-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S2211335524002043/pdfft?md5=5650956e7d81dcae86a3eed6179f900d&pid=1-s2.0-S2211335524002043-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Youth attention, perceptions, and appeal in response to e-cigarette advertising features: A focus group study\",\"authors\":\"Michelle Jeong , Caitlin Weiger , Caitlin Uriarte , Olivia A. Wackowski , Cristine D. Delnevo\",\"doi\":\"10.1016/j.pmedr.2024.102789\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><h3>Background</h3><p>E-cigarette marketing exposure may influence vaping-related outcomes among youth, but less is known on which specific advertising features impact youth attention, perceptions, and appeal. This study qualitatively examines responses to different e-cigarette advertising features among e-cigarette-naïve youth.</p></div><div><h3>Methods</h3><p>We conducted four online focus groups in 2021 with a national U.S. sample of 13–17 year olds (n = 25) who had never used e-cigarettes. Participants viewed and discussed their reactions to different e-cigarette advertisements varying in the inclusion of ad features, including color, models in imagery, text claims targeting smokers, and the nicotine warning label.</p></div><div><h3>Results</h3><p>Participants were attracted to ads with bright colors, particularly when contrasted against a dark background. Ads featuring models attracted attention and reduced perceptions that the product is harmful. Comments indicated mixed reactions to smoker-targeted text claims. On one hand, participants perceived ads with text that specified “for smokers” as targeting older adults. On the other hand, text referring to “switching” from cigarettes to e-cigarettes led to some perceptions that the product is healthy, and certain text that implicitly referred to smoking (e.g., “no odor”) had the potential to appeal to youth who wanted to use e-cigarettes discreetly. The level of attention paid to warnings depended on warning size and the color contrast between the warning and the rest of the ad.</p></div><div><h3>Conclusions</h3><p>Findings suggest specific e-cigarette ad features play an important role in attracting youth attention and influencing perceptions. More research is needed on the potential public health benefits versus unintended consequences of smoker-targeted text claims.</p></div>\",\"PeriodicalId\":38066,\"journal\":{\"name\":\"Preventive Medicine Reports\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.4000,\"publicationDate\":\"2024-06-13\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://www.sciencedirect.com/science/article/pii/S2211335524002043/pdfft?md5=5650956e7d81dcae86a3eed6179f900d&pid=1-s2.0-S2211335524002043-main.pdf\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Preventive Medicine Reports\",\"FirstCategoryId\":\"3\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S2211335524002043\",\"RegionNum\":3,\"RegionCategory\":\"医学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Preventive Medicine Reports","FirstCategoryId":"3","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2211335524002043","RegionNum":3,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH","Score":null,"Total":0}
Youth attention, perceptions, and appeal in response to e-cigarette advertising features: A focus group study
Background
E-cigarette marketing exposure may influence vaping-related outcomes among youth, but less is known on which specific advertising features impact youth attention, perceptions, and appeal. This study qualitatively examines responses to different e-cigarette advertising features among e-cigarette-naïve youth.
Methods
We conducted four online focus groups in 2021 with a national U.S. sample of 13–17 year olds (n = 25) who had never used e-cigarettes. Participants viewed and discussed their reactions to different e-cigarette advertisements varying in the inclusion of ad features, including color, models in imagery, text claims targeting smokers, and the nicotine warning label.
Results
Participants were attracted to ads with bright colors, particularly when contrasted against a dark background. Ads featuring models attracted attention and reduced perceptions that the product is harmful. Comments indicated mixed reactions to smoker-targeted text claims. On one hand, participants perceived ads with text that specified “for smokers” as targeting older adults. On the other hand, text referring to “switching” from cigarettes to e-cigarettes led to some perceptions that the product is healthy, and certain text that implicitly referred to smoking (e.g., “no odor”) had the potential to appeal to youth who wanted to use e-cigarettes discreetly. The level of attention paid to warnings depended on warning size and the color contrast between the warning and the rest of the ad.
Conclusions
Findings suggest specific e-cigarette ad features play an important role in attracting youth attention and influencing perceptions. More research is needed on the potential public health benefits versus unintended consequences of smoker-targeted text claims.