Gerlach Karen, Shiffman Saul, Battista Deena, Polster Michael, Curtin Geoffrey
PinneyAssociates, Inc., 201 North Craig Street, Suite 320, Pittsburgh, PA 15213, United States of America.
NAXION, 1835 Market Street, Philadelphia, PA 19103, United States of America.
Addict Behav Rep. 2019 Jul 26;10:100208. doi: 10.1016/j.abrep.2019.100208. eCollection 2019 Dec.
Switching from cigarettes to snus by smokers unlikely to quit would be expected to benefit overall population health, with any potential benefit needing to be weighed against potential harms from snus use by tobacco non-users and smokers likely to quit. This study evaluates likelihood of snus use among tobacco users and non-users provided modified-risk information.
An online sample of 11,302 U.S. adults was randomized to view advertisements for snus that either provided modified-risk information or only described snus. Intent to purchase ratings were converted to projected purchase (use) rates using an empirically derived algorithm.
Projected product use for snus was significantly higher among current smokers than former or never tobacco users ( < 0.0001) for both the modified-risk and control information. A significant interaction effect between information and tobacco user group ( < 0.0001) indicated the modified-risk information differentially increased projected use among smokers (8.2% vs. 6.9%), with much lower projections for both the test and control information among former (1.2%) and never tobacco users (0.4%). Among never users, projected use was highest among those susceptible to smoking. These findings were generally similar for young adults, ages 18-24. Smokers expecting to quit who viewed modified-risk information had lower projected use (4.2%) than those not expecting to quit (8.7%).
Results suggest that providing modified-risk information for snus is unlikely to increase use among those not using tobacco. Interest in snus was greatest among current smokers who would benefit by switching to snus as communicated in the modified-risk advertisement.
不太可能戒烟的吸烟者从香烟转向口含烟有望改善总体人群健康，但任何潜在益处都需要与烟草非使用者和可能戒烟的吸烟者使用口含烟的潜在危害相权衡。本研究评估了在提供改良风险信息的情况下，烟草使用者和非使用者使用口含烟的可能性。
对11302名美国成年人的在线样本进行随机分组，使其观看提供改良风险信息或仅描述口含烟的口含烟广告。使用经验推导算法将购买意向评分转换为预计购买（使用）率。
对于改良风险信息和对照信息，当前吸烟者中口含烟的预计产品使用率显著高于既往吸烟者或从不吸烟者（<0.0001）。信息与烟草使用者组之间存在显著的交互作用（<0.0001），表明改良风险信息使吸烟者中的预计使用率有差异地增加（8.2%对6.9%），而既往吸烟者（1.2%）和从不吸烟者（0.4%）中，测试信息和对照信息的预计使用率都低得多。在从不吸烟者中，预计使用率在易患吸烟的人群中最高。18 - 24岁的年轻人的这些发现总体上相似。观看改良风险信息的预计戒烟吸烟者的使用率（4.2%）低于不打算戒烟的吸烟者（8.7%）。
结果表明，为口含烟提供改良风险信息不太可能增加非烟草使用者的使用率。如改良风险广告中所传达的，当前吸烟者对口含烟的兴趣最大，他们通过改用口含烟会受益。
