Ashare Rebecca L, Hawk Larry W, Cummings K Michael, O'Connor Richard J, Fix Brian V, Schmidt William C
Department of Psychology, University at Buffalo, Buffalo, NY 14260, USA.
Addict Behav. 2007 Jun;32(6):1252-61. doi: 10.1016/j.addbeh.2006.08.011. Epub 2006 Oct 6.
Several tobacco companies have introduced specially flavored cigarettes, yet little is known about their appeal among college student nonsmokers, regular smokers, and those susceptible to smoking. Undergraduates (N=424) rated 12 brands of cigarettes on multiple attributes based on manufacturer advertisements. This paper focused on two brands with flavored and non-flavored versions (Camel and Salem). Despite brand, regular smokers and those susceptible to smoking initiation had higher positive expectancies and lower negative expectancies about smoking than nonsmokers. Flavored cigarettes elicited higher positive expectancies than non-flavored counterparts across all groups, including nonsmokers. Indeed, the degree to which flavored Camels had higher positive expectancies than Camel Lights was at least as large in a group of susceptible nonsmokers and experimenters (susceptible/experimenters). Despite being present in nonsmokers and susceptible/experimenters, negative expectancies were significantly lower for flavored versus non-flavored brands. Logistic regressions revealed that positive expectancies predicted "intention to try" each brand for regular smokers and susceptible/experimenters. These findings suggest that targeting the marketing of positive attributes may be useful in preventing smoking behavior.
几家烟草公司推出了特别口味的香烟，但对于这些香烟在大学生非吸烟者、经常吸烟者以及那些易染上吸烟习惯的人群中的吸引力，我们却知之甚少。本科生（N = 424）根据制造商的广告，对12个品牌的香烟在多个属性上进行了评分。本文重点研究了两个同时拥有口味型和非口味型产品的品牌（骆驼和沙龙）。无论品牌如何，经常吸烟者以及那些易染上吸烟习惯的人群相较于非吸烟者，对吸烟有着更高的积极预期和更低的消极预期。在所有群体（包括非吸烟者）中，口味型香烟比非口味型香烟引发了更高的积极预期。事实上，在一组易染上吸烟习惯的非吸烟者和实验对象（易染人群/实验对象）中，口味型骆驼香烟比淡味骆驼香烟具有更高积极预期的程度至少是相同的。尽管在非吸烟者和易染人群/实验对象中都存在消极预期，但与非口味型品牌相比，口味型品牌的消极预期明显更低。逻辑回归分析表明，积极预期能够预测经常吸烟者和易染人群/实验对象尝试每个品牌香烟的“意图”。这些研究结果表明，针对积极属性进行市场营销可能有助于预防吸烟行为。
