Perceptions of prevention and cessation ads among US youth who use multiple tobacco products: A qualitative study.

IF 3 2区 医学 Q2 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH
Sonia A Clark, Sierra L Patterson, Isabelle Duguid, Seth M Noar, Allison J Lazard, James F Thrasher, Adam O Goldstein, Sarah D Kowitt
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引用次数: 0

Abstract

Background: Around 30% of youth who use tobacco use multiple tobacco products (MTPs), yet little research has evaluated campaign ads to address youth MTP use. We qualitatively examined how youth who use MTPs perceive tobacco prevention and cessation ads.

Methods: Between February 2023 and January 2024, we held seven virtual focus groups with 30 US youth (ages 14-20 years) who reported using both e-cigarettes and a combustible tobacco product in the past 30 days. Participants were shown five tobacco prevention and cessation ads that addressed single and multiple tobacco products. Participants were asked about their reactions to the ads, including whether they were effective or relatable, and suggested changes to the ads. We performed a thematic content analysis.

Results: Participants were, on average, 18.7 years. Most participants were female (73%), white (47%), and lesbian, gay, or bisexual (63%). Four central themes emerged: (1) Ads about MTPs were perceived as more effective than ads about single tobacco products because they were relevant and informative; (2) Participants recommended that MTP ads should specify "vaping and smoking" or "nicotine" to refer to MTPs rather than "tobacco"; (3) Participants described ads with youth vernacular as ineffective and unrelatable and exhibited message fatigue; and (4) Ads that featured shared health consequences, especially with graphic, fear-arousing images, were perceived as most effective.

Conclusions: Findings suggest ads about MTPs could be effective among youth who use MTPs. Promising MTP ads could specify "vaping and smoking" and highlight shared health effects across MTPs using graphic, fear-arousing images.

Implications: Multiple tobacco product use (i.e., the use of two or more tobacco products in the past 30 days) is a common pattern of tobacco use among youth, yet little research has developed or evaluated campaign ads addressing multiple tobacco product use. We conducted a qualitative study to examine how youth who use multiple tobacco products perceive tobacco prevention and cessation ads. Findings suggest ads about multiple tobacco products could be effective, especially if they specify "vaping and smoking" and highlight shared health effects of multiple tobacco products using graphic, fear-arousing images.

使用多种烟草产品的美国青年对预防和戒烟广告的看法:一项定性研究。
背景:大约30%的青少年使用多种烟草制品,但很少有研究评估针对青少年使用多种烟草制品的宣传广告。方法:在2023年2月至2024年1月期间,我们对30名美国年轻人(14-20岁)进行了7个虚拟焦点小组,这些年轻人在过去30天内报告使用电子烟和可燃烟草产品。向参与者展示了五个针对单一和多种烟草产品的烟草预防和戒烟广告。参与者被问及他们对广告的反应,包括广告是否有效或相关,以及对广告的修改建议。我们进行了主题内容分析。结果:参与者的平均年龄为18.7岁。大多数参与者是女性(73%)、白人(47%)和女同性恋、男同性恋或双性恋(63%)。出现了四个中心主题:(1)mtp广告被认为比单一烟草产品广告更有效,因为它们具有相关性和信息性;(2)与会者建议MTP广告应注明“电子烟和吸烟”或“尼古丁”,而不是“烟草”;(3)被试认为使用青年白话文的广告无效且不相关,并表现出信息疲劳;(4)以分享健康后果为特色的广告,尤其是带有令人恐惧的图形的广告,被认为是最有效的。结论:研究结果表明,mtp的广告可能对使用mtp的青少年有效。有前途的MTP广告可以明确指出“电子烟和吸烟”,并使用图形化的、令人恐惧的图像突出MTP之间共享的健康影响。影响:多种烟草制品使用(即在过去30天内使用两种或两种以上烟草制品)是青少年烟草使用的一种常见模式,但很少有研究开发或评估针对多种烟草制品使用的宣传广告。我们进行了一项定性研究,以调查使用多种烟草产品的年轻人如何看待烟草预防和戒烟广告。研究结果表明,关于多种烟草产品的广告可能是有效的,特别是如果它们明确指出“电子烟和吸烟”,并使用令人恐惧的图形来强调多种烟草产品对健康的共同影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Nicotine & Tobacco Research
Nicotine & Tobacco Research 医学-公共卫生、环境卫生与职业卫生
CiteScore
8.10
自引率
10.60%
发文量
268
审稿时长
3-8 weeks
期刊介绍: Nicotine & Tobacco Research is one of the world''s few peer-reviewed journals devoted exclusively to the study of nicotine and tobacco. It aims to provide a forum for empirical findings, critical reviews, and conceptual papers on the many aspects of nicotine and tobacco, including research from the biobehavioral, neurobiological, molecular biologic, epidemiological, prevention, and treatment arenas. Along with manuscripts from each of the areas mentioned above, the editors encourage submissions that are integrative in nature and that cross traditional disciplinary boundaries. The journal is sponsored by the Society for Research on Nicotine and Tobacco (SRNT). It publishes twelve times a year.
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