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Fighting Fire With Fire: Using Industry Market Research to Identify Young Adults at Risk for Alternative Tobacco Product and Other Substance Use

机译：用火扑救：利用行业市场研究来识别处于替代烟草产品和其他物质使用风险中的年轻成年人

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Limited public health research has used psychographic profiling to segment young adults and examine their substance use behaviors. We aimed to conduct market research to identify young adult market segments at risk for alternative tobacco products (ATPs), alcohol, and marijuana use. Substance use; psychographics per the Values, Attitudes, and Lifestyle Scale (VALS); and other key variables were assessed at baseline in a longitudinal study of 3,418 students aged 18–25 from seven colleges/universities in the state of Georgia. Cluster analysis was conducted on VALS factors to identify distinct segments. Regression examined segments in relation to substance use risk. Past 30-day use prevalence for each substance was as follows: cigarettes, 13.3%; little cigars/cigarillos (LCCs), 11.2%; smokeless tobacco (SLT), 3.6%; e-cigarettes, 10.9%; hookah, 12.2%; alcohol, 63.1%; and marijuana, 19.0%. Five segments were identified, created, and named: Conventionals, Simple Lifes, Open Minds, Confident Novelty-seekers, and Stoic Individualists. Controlling for sociodemographics, Open Minds, Confident Novelty-seekers, and Stoic Individualists (vs. Conventionals [referent]) were more likely to smoke cigarettes. Confident Novelty-seekers were more likely to use LCCs. Simple Lifes were less likely to use SLT. Open Minds and Confident Novelty-seekers were more likely to use e-cigarettes. Open Minds were more likely and Simple Lifes were less likely to use hookah. Open Minds were more likely to use alcohol; Simple Lifes and Stoic Individualists were less likely to use alcohol. Open Minds were more likely to use marijuana. Market research is an effective strategy for identifying young adults at risk for using distinct ATPs and can inform targeted health campaigns and cessation interventions.
机译：有限的公共卫生研究使用心理分析来细分年轻人，并检查他们的药物使用行为。我们旨在进行市场研究，以发现有可能遭受替代烟草制品（ATP），酒精和大麻使用风险的年轻成人市场细分。物质使用;根据价值观，态度和生活方式量表（VALS）进行的心理分析；在一项纵向研究中，对乔治亚州7所大学/大学的3418名18-25岁的学生进行了纵向评估，并对其他关键变量进行了评估。对VALS因子进行了聚类分析，以识别不同的片段。回归检查了与物质使用风险有关的细分。每种物质在过去30天的使用率如下：香烟，13.3％；小雪茄/小雪茄（LCC），11.2％；无烟烟草（SLT），3.6％；电子烟，10.9％；水烟，12.2％;酒精63.1％；和大麻，占19.0％。确定，创建和命名了五个部分：常规，简单生活，思想开放，自信的新奇寻求者和坚忍的个人主义者。控制社会人口统计学，开放思想，自信的新奇追求者和坚忍的个人主义者（相对于传统[参考]）更容易吸烟。自信的新奇求职者更有可能使用LCC。简单生活不太可能使用SLT。思维开放和追求新奇的人更有可能使用电子烟。开放思想更有可能使用，而简单生活使用水烟的可能性较小。开放思想者更可能使用酒精；简单生活和坚忍的个人主义者不太可能使用酒精。开放思想者更可能使用大麻。市场研究是一种有效的策略，可识别有可能使用不同ATP的年轻人，并可为有针对性的健康运动和戒烟措施提供信息。

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