Keck School of Medicine, University of Southern California, Los Angeles, CA, USA; Department of Psychology, University of Southern California, Los Angeles, CA, USA.
Keck School of Medicine, University of Southern California, Los Angeles, CA, USA.
Addict Behav. 2022 Jul;130:107312. doi: 10.1016/j.addbeh.2022.107312. Epub 2022 Mar 19.
Recent research has shown that e-cigarette companies use cartoon-based marketing. Recognition of this cartoon-based marketing has been associated with increased risk for e-cigarette use in young adults, however it is unclear if this generalizes to adolescents. This study examined the associations between recognition of e-liquid packaging with cartoons and e-cigarette use, susceptibility to use, and expectations of benefits and risks of use in adolescents.
A cross-sectional sample of adolescents drawn from three Southern California high schools (n = 1,734; 55% female; Mean [SD] age = 15.2[0.9]) completed online surveys assessing e-cigarette use, susceptibility to use, expectations about benefits and risks of use, and tobacco marketing exposure. To assess recognition of cartoon images, participants were presented with 40 images of e-liquid packages (20 with and 20 without cartoons) and asked to endorse whether they recognized the products. The primary predictor was relative cartoon recognition (i.e., percentage of cartoons recognized out of the total images recognized).
Relative recognition of cartoon images was positively associated with e-cigarette use, susceptibility to use, and a perceived social benefit of use.
Adolescents recognize e-cigarette-related cartoon marketing, and these adolescents are using e-cigarettes. The restriction of cartoon-based marketing of e-cigarettes may affect e-cigarette uptake among adolescents.
最近的研究表明，电子烟公司使用基于卡通的营销手段。年轻人对这种基于卡通的营销手段的认知与电子烟使用风险的增加有关，但尚不清楚这种情况是否适用于青少年。本研究旨在探讨青少年对带有卡通形象的电子烟烟液包装的认知与电子烟使用、使用倾向以及对电子烟使用的益处和风险的预期之间的关联。
本研究从南加州的三所高中抽取了一个青少年的横断面样本（n=1734；55%为女性；平均[标准差]年龄为 15.2[0.9]岁），完成了在线调查，评估了青少年电子烟使用、使用倾向、对电子烟使用的益处和风险的预期，以及烟草营销暴露情况。为了评估对卡通形象的认知，参与者被呈现了 40 个电子烟烟液包装的图片（20 个带有卡通形象，20 个没有卡通形象），并被要求认可他们是否认出了这些产品。主要预测指标是相对卡通识别率（即，从识别出的总图片中识别出的卡通图片的百分比）。
对卡通图像的相对识别率与电子烟使用、使用倾向以及感知到的使用社交益处呈正相关。
青少年能够识别电子烟相关的卡通营销手段，并且这些青少年正在使用电子烟。限制电子烟的卡通营销可能会影响青少年对电子烟的使用。
