电子烟广告对性取向和性别认同在认知及产品吸引力方面的差异
Sexual orientation and gender identity differences in perceptions and product appeal in response to e-cigarette advertising.
作者信息
Liu Jessica, Patterson Joanne G, Keller-Hamilton Brittney, Lee Donghee N, Chrzan Kirsten R, Stevens Elise M
机构信息
REACH Lab, Division of Adolescent Medicine, Department of Pediatrics, Stanford University, Stanford, United States.
Division of Epidemiology, The Ohio State University College of Public Health, The Ohio State University, Columbus, United States.
出版信息
Tob Induc Dis. 2023 Sep 1;21:111. doi: 10.18332/tid/169739. eCollection 2023.
INTRODUCTION
E-cigarette use is disparately high among sexual minoritized populations. As e-cigarette advertising may influence product appeal, this study tested sexual orientation- and gender-based differences in response to e-cigarette advertisement exposure on advertisement perceptions and product appeal.
METHODS
We recruited 497 adults (mean age=31.9 years, 45.1% women, 54.3% heterosexual, 71.2% Non-Hispanic White) living in the United States via the crowdsourcing platform Prolific. Participants viewed two randomly selected e-cigarette advertisements (from n=173 advertisements). Post-exposure, participants rated the perceived advertisement effectiveness, relevance, and product use intention. Associations between sexual orientation and outcomes were estimated using multivariable linear mixed-effects models. We tested interaction effects between sexual orientation, gender, and advertisement feature (e.g. presence of humans, flavors, and product packaging), and ran Tukey post hoc tests for pairwise comparisons.
RESULTS
Post-exposure, heterosexual women, sexual minoritized men, and sexual minoritized women (reference group: heterosexual men) rated perceived advertisement effectiveness and relevance lower after viewing advertisements featuring flavors (vs no flavors; all p<0.001). Sexual minoritized men and sexual minoritized women rated perceived advertisement relevance lower after viewing advertisements featuring humans (all p<0.001) or fruit (all p<0.001). Heterosexual women, sexual minoritized men, and sexual minoritized women reported lower product use intention after viewing advertisements featuring an e-liquid bottle (vs no e-liquid bottle; all p<0.05).
CONCLUSIONS
Sexual minoritized women and men reported lower e-cigarette advertisement appeal and product use intentions than heterosexual men. More evidence is needed to understand advertisement perceptions and product appeal in this group to inform e-cigarette advertising regulations and anti-tobacco messaging campaigns that aim to reduce tobacco-related health inequities.
引言
在性少数群体中，电子烟的使用率异常高。由于电子烟广告可能会影响产品吸引力，本研究测试了基于性取向和性别的差异，即接触电子烟广告后对广告认知和产品吸引力的影响。
方法
我们通过众包平台Prolific招募了497名居住在美国的成年人（平均年龄 = 31.9岁，45.1%为女性，54.3%为异性恋，71.2%为非西班牙裔白人）。参与者观看了两个随机选择的电子烟广告（从n = 173个广告中选取）。观看后，参与者对广告的感知效果、相关性和产品使用意图进行评分。使用多变量线性混合效应模型估计性取向与结果之间的关联。我们测试了性取向、性别和广告特征（如是否有人物、口味和产品包装）之间的交互作用，并进行了Tukey事后检验以进行两两比较。
结果
观看后，异性恋女性、性少数群体男性和性少数群体女性（参照组：异性恋男性）在观看有口味的广告后（与无口味广告相比；所有p < 0.001），对广告效果和相关性的评分较低。性少数群体男性和性少数群体女性在观看有人物（所有p < 0.001）或水果（所有p < 0.001）的广告后，对广告相关性的评分较低。异性恋女性、性少数群体男性和性少数群体女性在观看有电子烟液瓶的广告后（与无电子烟液瓶广告相比；所有p < 0.05），报告的产品使用意图较低。
结论
与异性恋男性相比，性少数群体女性和男性报告的电子烟广告吸引力和产品使用意图较低。需要更多证据来了解该群体对广告的认知和产品吸引力，以为旨在减少烟草相关健康不平等的电子烟广告法规和反烟草宣传活动提供信息。
Zotero 插件