Russell Pike James, Miller Stephen, Cappelli Christopher, Tan Nasya, Xie Bin, Stacy Alan W
Gillings School of Global Public Health, University of North Carolina at Chapel Hill, Chapel Hill, North Carolina, United States.
Department of Research and Evaluation, Didi Hirsch Mental Health Services, Culver City, California, United States.
Young Consum. 2023 Feb 28;24(2):149-164. doi: 10.1108/yc-07-2022-1555. Epub 2022 Dec 5.
This investigation applied the Product Life Cycle (PLC) and Product Evolutionary Cycle (PEC) frameworks to the nicotine and tobacco market to predict the impact of television commercials for electronic cigarettes (e-cigarettes) on youth.
DESIGN/METHODOLOGY/APPROACH: Surveys were administered over a three-year period to 417 alternative high school students from southern California who had never used e-cigarettes, cigarettes, or cigars at the baseline. Covariate-adjusted logistic regression causal mediation models were employed to test competing hypotheses from the PLC and PEC frameworks.
Results support a refined version of the PEC framework where e-cigarette commercials increase the odds of e-cigarette use, which leads to subsequent use of competing products including cigarettes and cigars.
Regulations in the United States that permit television commercials for e-cigarettes but restrict the promotion of cigarettes and cigars have created an opportunity to study product adoption among youth consumers when one product has a strategic marketing advantage.
This investigation demonstrates the utility of frameworks that conceptualize youth-oriented marketing as a two-part process in which potential customers are first convinced to adopt a behavior and then enticed to use a specific product to enact the behavior.
Rising rates of nicotine and tobacco product use among youth may be partially attributable to e-cigarette commercials.
本调查将产品生命周期（PLC）和产品进化周期（PEC）框架应用于尼古丁和烟草市场，以预测电子烟电视广告对青少年的影响。
设计/方法/途径：在三年时间里，对来自南加州的417名替代性高中学生进行了调查，这些学生在基线时从未使用过电子烟、香烟或雪茄。采用协变量调整逻辑回归因果中介模型来检验PLC和PEC框架中的竞争性假设。
结果支持PEC框架的一个改进版本，即电子烟广告增加了使用电子烟的几率，这进而导致随后使用包括香烟和雪茄在内的竞争产品。
美国的法规允许电子烟电视广告，但限制香烟和雪茄的促销，这创造了一个机会，可研究当一种产品具有战略营销优势时，年轻消费者对产品的采用情况。
本调查证明了一些框架的实用性，这些框架将面向青少年的营销概念化为一个两部分的过程，在这个过程中，潜在客户首先被说服采取一种行为，然后被诱使使用一种特定产品来实施该行为。
青少年中尼古丁和烟草产品使用率的上升可能部分归因于电子烟广告。
