利用营销框架预测电子烟广告对青少年的影响。

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-02-28 DOI:10.1108/yc-07-2022-1555
James Russell Pike, Stephen Miller, Christopher Cappelli, Nasya Tan, Bin Xie, Alan W Stacy
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引用次数: 0

摘要

目的:本研究将产品生命周期(PLC)和产品进化周期(PEC)框架应用于尼古丁和烟草市场,以预测电子烟电视广告对青少年的影响。设计/方法/方法:对来自南加州的417名替代性高中学生进行了为期三年的调查,这些学生在基线时从未使用过电子烟、香烟或雪茄。采用协变量调整逻辑回归因果中介模型来检验PLC和PEC框架的竞争性假设。研究结果支持PEC框架的改进版本,其中电子烟广告增加了电子烟使用的几率,从而导致随后使用包括香烟和雪茄在内的竞争产品。独创性:美国的法规允许电子烟的电视广告,但限制香烟和雪茄的推广,这为研究一种产品在具有战略营销优势的情况下在年轻消费者中采用该产品创造了机会。实际意义:本调查展示了框架的效用,该框架将面向年轻人的营销概念化为两个部分的过程,在这个过程中,潜在客户首先被说服采取一种行为,然后被引诱使用特定的产品来制定这种行为。社会影响:青少年中尼古丁和烟草产品使用率的上升可能部分归因于电子烟广告。
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Using Marketing Frameworks to Predict the Effects of E-Cigarette Commercials on Youth.
Purpose This investigation applied the Product Life Cycle (PLC) and Product Evolutionary Cycle (PEC) frameworks to the nicotine and tobacco market to predict the impact of television commercials for electronic cigarettes (e-cigarettes) on youth. Design/methodology/approach Surveys were administered over a three-year period to 417 alternative high school students from southern California who had never used e-cigarettes, cigarettes, or cigars at the baseline. Covariate-adjusted logistic regression causal mediation models were employed to test competing hypotheses from the PLC and PEC frameworks. Findings Results support a refined version of the PEC framework where e-cigarette commercials increase the odds of e-cigarette use, which leads to subsequent use of competing products including cigarettes and cigars. Originality Regulations in the United States that permit television commercials for e-cigarettes but restrict the promotion of cigarettes and cigars have created an opportunity to study product adoption among youth consumers when one product has a strategic marketing advantage. Practical implications This investigation demonstrates the utility of frameworks that conceptualize youth-oriented marketing as a two-part process in which potential customers are first convinced to adopt a behavior and then enticed to use a specific product to enact the behavior. Social implications Rising rates of nicotine and tobacco product use among youth may be partially attributable to e-cigarette commercials.
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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