Department of Population and Public Health Sciences, Keck School of Medicine, University of Southern California, Los Angeles, CA.
Tobacco Control Research, Surveillance and Health Equity Science, American Cancer Society, Inc., Kennesaw, GA.
Addict Behav. 2022 Jul;130:107307. doi: 10.1016/j.addbeh.2022.107307. Epub 2022 Mar 15.
Product placement in music videos is a growing promotional strategy. This study examined the impact of e-cigarette product placement and imagery in music videos on susceptibility to use e-cigarettes among young adults.
A non-probability sample of young adults (18 to 24) in Southern California were recruited to participate in an experiment over Zoom. Participants were randomized into a treatment or a control group. The treatment group watched seven music videos with e-cigarette product placement and imagery. The control group watched the same seven music videos with all e-cigarette product placement and imagery digitally removed. Participants completed a questionnaire after watching the music videos. The focus of the analysis was on susceptibility to use e-cigarettes in the future among never users (n = 303).
Participants in the treatment group who had never used e-cigarettes were more likely to report intentions to try e-cigarettes in the future (OR = 1.94, 95% CI [1.08, 3.54], compared to participants in the control group. Participants in the treatment group who had never used e-cigarettes were more likely to report peer influence (OR = 1.97, 95% CI [1.19, 3.32], compared to participants in the control group. While these subitems of susceptibility to use e-cigarettes were statistically significant, the relationship between the treatment group and the composite measure of susceptibility was not.
Exposure to e-cigarette product placement in music videos may increase young adults' intentions to try e-cigarettes in the future. Federal, state, and local tobacco control regulatory bodies should consider strategies to reduce e-cigarette product placement in music videos.
音乐视频中的产品植入是一种日益增长的宣传策略。本研究旨在探讨音乐视频中的电子烟产品植入和形象对年轻人使用电子烟的易感性的影响。
在南加州招募了一组非概率抽样的年轻成年人（18 至 24 岁），通过 Zoom 参与实验。参与者被随机分配到治疗组或对照组。治疗组观看了七段含有电子烟产品植入和形象的音乐视频。对照组观看了同样的七段音乐视频，但所有电子烟产品植入和形象都被数字移除。参与者在观看完音乐视频后完成了一份问卷。分析的重点是从未使用过电子烟的参与者未来使用电子烟的易感性（n=303）。
从未使用过电子烟的治疗组参与者更有可能报告未来尝试电子烟的意愿（OR=1.94，95%CI[1.08，3.54]，与对照组相比。从未使用过电子烟的治疗组参与者更有可能报告同伴影响（OR=1.97，95%CI[1.19，3.32]，与对照组相比。虽然这些电子烟使用易感性的亚项在统计学上是显著的，但治疗组与易感性综合指标之间的关系并不显著。
暴露于音乐视频中的电子烟产品植入可能会增加年轻人未来尝试电子烟的意愿。联邦、州和地方的烟草控制监管机构应考虑采取策略，减少音乐视频中的电子烟产品植入。
