Bansal-Travers Maansi, Adkison Sarah E, O'Connor Richard J, Thrasher James F
Department of Health Behavior, Roswell Park Cancer Institute, Buffalo, NY, USA.
Department of Health Promotion, Education & Behavior, Arnold School of Public Health, University of South Carolina, Columbia, SC, USA.
AIMS Public Health. 2016 Jan 12;3(1):13-24. doi: 10.3934/publichealth.2016.1.13. eCollection 2016.
As tobacco advertising restrictions have increased, the retail 'power wall' behind the counter is increasingly invaluable for marketing tobacco products.
The primary objectives of this pilot study were 3-fold: (1) evaluate the attention paid/fixations on the area behind the cash register where tobacco advertising is concentrated and tobacco products are displayed in a real-world setting, (2) evaluate the duration (dwell-time) of these fixations, and (3) evaluate the recall of advertising displayed on the tobacco power wall.
Data from 13 Smokers (S) and 12 Susceptible or non-daily Smokers (SS) aged 180-30 from a mobile eye-tracking study. Mobile-eye tracking technology records the orientation (fixation) and duration (dwell-time) of visual attention. Participants were randomized to one of three purchase tasks at a convenience store: Candy bar Only (CO; N = 10), Candy bar + Specified cigarette Brand (CSB; N = 6), and Candy bar + cigarette Brand of their Choice (CBC; N = 9). A post-session survey evaluated recall of tobacco marketing. Key outcomes were fixations and dwell-time on the cigarette displays at the point-of-sale.
Participants spent a median time of 44 seconds during the standardized time evaluated and nearly three-quarters (72%) fixated on the power wall during their purchase, regardless of smoking status (S: 77%, SS: 67%) or purchase task (CO: 44%, CSB: 71%, CBC: 100%). In the post session survey, nearly all participants (96%) indicated they noticed a cigarette brand and 64% were able to describe a specific part of the tobacco wall or recall a promotional offer.
Consumers are exposed to point-of-sale tobacco marketing, regardless of smoking status. FDA should consider regulations that limit exposure to point-of-sale tobacco marketing among consumers.
随着烟草广告限制的增加，柜台后的零售“强力展示墙”对于烟草产品营销变得愈发重要。
这项初步研究的主要目标有三个方面：（1）评估在现实环境中收银机后方烟草广告集中且展示烟草产品的区域所受到的关注/注视情况，（2）评估这些注视的持续时间（停留时间），以及（3）评估对烟草强力展示墙上所展示广告的回忆情况。
来自一项移动眼动追踪研究的13名吸烟者（S）和12名易感或非每日吸烟者（SS）的数据，年龄在18至30岁之间。移动眼动追踪技术记录视觉注意力的方向（注视）和持续时间（停留时间）。参与者在一家便利店被随机分配到三个购买任务之一：仅购买糖果棒（CO；N = 10）、购买糖果棒 + 指定香烟品牌（CSB；N = 6）以及购买糖果棒 + 其选择的香烟品牌（CBC；N = 9）。会话后调查评估对烟草营销的回忆。关键结果是在销售点对香烟展示的注视和停留时间。
在评估的标准时间内，参与者的中位时间为44秒，并且无论吸烟状况（S：77%，SS：67%）或购买任务（CO：44%，CSB：71%，CBC：100%）如何，近四分之三（72%）的人在购买过程中注视了强力展示墙。在会话后调查中，几乎所有参与者（96%）表示他们注意到了一个香烟品牌，64%的人能够描述烟草墙的一个特定部分或回忆起一项促销优惠。
无论吸烟状况如何，消费者都会接触到销售点的烟草营销。美国食品药品监督管理局应考虑制定相关规定，限制消费者接触销售点的烟草营销。
