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Adult smokers' receptivity to a television advert for electronic nicotine delivery systems

机译：成年吸烟者对电子尼古丁传送系统的电视广告的接受程度

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摘要

Objective The aim of the present work was to examine adult smokers' awareness of and receptivity to an electronic nicotine delivery system (ENDS) television advert, and whether viewing the advert influenced urge to smoke and intention to try ENDS. Methods A television advert for ENDS brand blu eCigs was shown to an online convenience sample of 519 Florida adult smokers. We measured current smokers' awareness of and receptivity to the advert, and whether seeing the advert influenced their thoughts about smoking or quitting, urge to smoke and intention to try ENDS. Results were stratified by prior ENDS use. Results Approximately 62.3% of current smokers were aware of the advert. Smokers found the advert informative (73.8%), attention grabbing (67.5%) and innovative (64.5%), with prior ENDS users rating the advert more favourably than non-users. Seeing the advert elicited an urge to smoke (mean 42.1, SD=1.9) and thoughts about smoking cigarettes (75.8%) as well as quitting (74.6%). Prior END users were significantly more likely than non-users to report thinking about smoking cigarettes after seeing the advert (P＜0.05). Most smokers said ENDS were 'made for people like them' (88.6%) and they would try ENDS in the future (66.0%). Conclusions Smokers are receptive to ENDS television adverts and report intention to try ENDS after viewing the advert. Future studies should monitor ENDS advertising and examine how exposure to ENDS adverts influences smokers' use of ENDS, dual use with cigarettes and cessation behaviour.
机译：目的本研究的目的是调查成年吸烟者对电子尼古丁传送系统（ENDS）电视广告的认识和接受程度，以及观看广告是否影响了吸烟欲望和尝试ENDS的意愿。方法在519名佛罗里达州成年吸烟者的在线便利样本中，展示了ENDS品牌blu eCigs的电视广告。我们评估了当前吸烟者对广告的认识和接受程度，以及是否看到广告是否影响了他们对吸烟或戒烟，吸烟的渴望和尝试电子烟的意愿。结果按先前使用ENDS进行分层。结果当前吸烟者中约有62.3％意识到了这一广告。吸烟者发现广告内容丰富（73.8％），吸引注意力（67.5％）和创新（64.5％），ENDS之前的用户对广告的评价比非用户更高。看到广告引起了抽烟的欲望（平均42.1，SD = 1.9），并想到了吸烟（75.8％）和戒烟（74.6％）。与不使用END的使用者相比，以前的END使用者在看到广告后报告吸烟的可能性要大得多（P ＜0.05）。大多数吸烟者表示ENDS是“为喜欢他们的人制作的”（88.6％），他们将来会尝试ENDS（66.0％）。结论吸烟者可以接受ENDS电视广告，并表示有意在观看广告后尝试使用ENDS。未来的研究应监视ENDS广告，并检查暴露于ENDS广告中如何影响吸烟者对ENDS的使用，与香烟的双重使用和戒烟行为。

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  • 来源
    《Tobacco control》 |2015年第2期|132-135|共4页
  • 作者

    Annice E Kim; Youn Ok Lee; Paul Shafer; James Nonnemaker; Olga Makarenko;

  • 作者单位

    RTI International, Research Triangle Park, North Carolina, USA,RTI International, 3040 Cornwallis Road, Durham, North Carolina 27709, USA;

    RTI International, Research Triangle Park, North Carolina, USA;

    RTI International, Research Triangle Park, North Carolina, USA;

    RTI International, Research Triangle Park, North Carolina, USA;

    RTI International, Research Triangle Park, North Carolina, USA;

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