美国首个 IQOS 广告中，年轻人会关注健康警示吗？一项眼动追踪研究。
Do Young Adults Attend to Health Warnings in the First IQOS Advertisement in the U.S.? An Eye-Tracking Approach.
机构信息
Department of Communication Studies, University of Georgia, Athens, GA, USA.
Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, GA, USA.
出版信息
Nicotine Tob Res. 2021 May 4;23(5):815-822. doi: 10.1093/ntr/ntaa243.
INTRODUCTION
In October 2019, a heated tobacco product (HTP) IQOS debuted in the United States. This study examined young adults' attention and cognitions in response to an IQOS ad that carried two mandated textual health warnings (Surgeon General's warning and nicotine warning), and how their vaping and smoking status may interact with attention patterns to affect attitude and intention to use IQOS.
METHODS
In November 2019, college students (N = 164) viewed IQOS' first U.S. magazine ad and two distractor ads. Viewing patterns were recorded with eye-tracking. Masked recall and aided recognition, attitude and intention towards IQOS use were later assessed with self-report. Ordinary Least Squares (OLS) regressions and moderated mediation analyses examined the associations between visual attention and viewers' cognitions about IQOS use.
RESULTS
Promotional content attracted significantly more attention compared to the warnings. Attention to the Surgeon General's warning but not to the nicotine warning was associated with recall and recognition of the warning's content. For ever-vapers, greater attention allocation to the promotional content in the IQOS ad was associated with more favorable attitude toward IQOS use, which was in turn positively associated with intention to use IQOS. Attention allocation to the warnings did not affect attitude or intentions, regardless of tobacco use status.
CONCLUSIONS
The results revealed the effects of IQOS promotional content overshadowed the two health warnings in influencing young people's attitude and intention to use IQOS. Young adults who vaped were more vulnerable to HTP advertising with respect to future use and vaping may be a gateway to HTP use.
IMPLICATIONS
This is the first eye-tracking study examining attention and cognitions associated with the new IQOS ad exposure among young adults. Promotional content in the ad attracted significantly more attention than the two warnings combined. Attention to the Surgeon General's warning but not to the nicotine warning was associated with recall and recognition of the warning's content. Greater attention allocation to the promotional content led to a more favorable attitude toward IQOS use which was associated with increased intention to use IQOS for ever-vapers. However, greater attention allocation to the warnings did not affect attitude or intentions to use IQOS.
介绍
2019 年 10 月，一种加热烟草产品（HTP）IQOS 首次在美国推出。本研究考察了年轻人对 IQOS 广告的注意力和认知反应，该广告包含两个强制性的文字健康警告（卫生局长警告和尼古丁警告），以及他们的吸烟和吸烟状况如何与注意力模式相互作用，从而影响对 IQOS 使用的态度和意图。
方法
2019 年 11 月，大学生（N=164）观看了 IQOS 的第一个美国杂志广告和两个干扰广告。使用眼动追踪记录观看模式。使用自我报告评估 IQOS 使用的掩蔽回忆和辅助识别、态度和意图。普通最小二乘法（OLS）回归和调节中介分析检验了视觉注意力与观众对 IQOS 使用的认知之间的关联。
结果
与警告相比，促销内容吸引了更多的注意力。对卫生局长警告的关注，但不是对尼古丁警告的关注，与对警告内容的回忆和识别有关。对于电子烟使用者，IQOS 广告中对促销内容的更多关注与对 IQOS 使用的更有利态度相关，而这种态度又与使用 IQOS 的意图呈正相关。无论吸烟状况如何，对警告的关注都不会影响态度或意图。
结论
结果表明，IQOS 促销内容对年轻人对 IQOS 使用的态度和意图的影响超过了两个健康警告。吸电子烟的年轻人更容易受到 HTP 广告的影响，因为他们可能会对 HTP 广告产生未来的使用和吸电子烟的兴趣。
意义
这是第一项使用眼动追踪技术研究年轻人接触 IQOS 新广告后注意力和认知的研究。广告中的促销内容比两个警告加起来吸引了更多的注意力。对卫生局长警告的关注，但不是对尼古丁警告的关注，与对警告内容的回忆和识别有关。对促销内容的更多关注导致对 IQOS 使用的态度更有利，这与电子烟使用者使用 IQOS 的意图增加有关。然而，对警告的更多关注不会影响对 IQOS 使用的态度或意图。
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