Kaufman Annette R, Grenen Emily, Grady Meredith, Leyva Bryan, Ferrer Rebecca A
Tobacco Control Research Branch, Behavioral Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute, National Institutes of Health.
Technology and Management Solutions, ICF International.
Psychol Addict Behav. 2016 Dec;30(8):895-903. doi: 10.1037/adb0000230.
Tobacco companies in the United States are prohibited from making reduced harm claims without filing a modified risk tobacco product application with the Food and Drug Administration and obtaining an order to market as such. However, it is possible that product marketing may suggest reduced risk to individuals. This study examines perceptions, in particular those related to harm and addiction, of snus print advertisements using a combination of eye-tracking, survey, and semistructured interviews. Participants were 22 male smokers ages 19-29 (M = 26.64, SD = 2.92). Five snus advertisements were each displayed for 20 s and eye movements were tracked. Participants responded to questions about harm and addiction after each advertisement and interviews were conducted after seeing all advertisements. For each advertisement, descriptive statistics were calculated and regression analyses predicted harm and addiction perceptions from eye tracking areas of interest (e.g., warning label). Qualitative data were analyzed using inductive/deductive thematic analysis. For certain advertisements, areas of interest were significantly associated with harm and/or addiction perceptions. For example, higher total fixation duration on the graphic in the Smokeless for Smokers advertisement was associated with decreased perceptions of addiction (B = -.360, p = .048). Qualitative themes emerged and in many instances corroborated quantitative results. This study indicates that for some advertisements, attention on certain areas (measured through eye tracking) is associated with perceptions among young male smokers. Understanding how smokers perceive and understand products after viewing advertisements may inform regulations regarding claims about product harm and addiction and may guide public health efforts to educate smokers on the risks of emerging products. (PsycINFO Database Record
在美国，如果烟草公司没有向食品药品监督管理局提交改良风险烟草产品申请并获得上市许可令，就被禁止做出降低危害的声明。然而，产品营销仍有可能向个人暗示降低风险。本研究采用眼动追踪、调查和半结构化访谈相结合的方法，考察了鼻烟印刷广告的认知，特别是与危害和成瘾相关的认知。参与者为22名年龄在19 - 29岁之间的男性吸烟者（M = 26.64，SD = 2.92）。五则鼻烟广告各展示20秒，并追踪眼动。参与者在每则广告展示后回答有关危害和成瘾的问题，在看完所有广告后进行访谈。对每则广告计算描述性统计量，并通过回归分析从眼动追踪感兴趣区域（如警告标签）预测危害和成瘾认知。使用归纳/演绎主题分析法分析定性数据。对于某些广告，感兴趣区域与危害和/或成瘾认知显著相关。例如，在“吸烟者的无烟选择”广告中，对图片的总注视时长越高，与成瘾认知的降低相关（B = -.360，p = .048）。出现了定性主题，且在许多情况下证实了定量结果。本研究表明，对于某些广告，对特定区域的关注（通过眼动追踪测量）与年轻男性吸烟者的认知相关。了解吸烟者在观看广告后如何感知和理解产品，可能为有关产品危害和成瘾声明的监管提供信息，并可能指导公共卫生工作，以教育吸烟者了解新兴产品的风险。（PsycINFO数据库记录）
