Impact of product-based e-cigarette marketing on the attitudes and behavioural intentions of young Australians: an experimental study.

Autor:	Jongenelis MI; Melbourne Centre for Behaviour Change, Melbourne School of Psychological Sciences, The University of Melbourne, Melbourne, Victoria, Australia michelle.jongenelis@unimelb.edu.au., McCausland K; Collaboration for Evidence, Research and Impact in Public Health, School of Public Health, Curtin University, Perth, Western Australia, Australia., Bode S; Melbourne Centre for Behaviour Change, Melbourne School of Psychological Sciences, The University of Melbourne, Melbourne, Victoria, Australia., Howard T; Minderoo Foundation, Nedlands, Western Australia, Australia., Ledger M; Cancer Council Western Australia, Subiaco, Western Australia, Australia., Durkin SJ; Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia.
Jazyk:	angličtina
Zdroj:	Tobacco control [Tob Control] 2024 Jun 11. Date of Electronic Publication: 2024 Jun 11.
DOI:	10.1136/tc-2024-058709
Abstrakt:	Background: The tobacco industry has a history of using language to downplay the harms associated with cigarettes and mislead consumers and policymakers. Emerging evidence suggests similar tactics are being used in the context of e-cigarettes; however, exploration of the impact of product name on attitudes towards e-cigarettes and susceptibility to use is lacking. This experimental study explored whether attitudes towards e-cigarettes and susceptibility to use are influenced by the names used by the industry to describe and market these products. Method: An accredited web panel provider recruited a sample of 383 Australians aged 12-29 years who had never smoked to participate in an online survey that featured an embedded experiment. Participants were randomly allocated to one of three conditions, each of which used a different name to describe e-cigarettes (condition 1: 'e-cigarettes', condition 2: 'vapes'; condition 3: either 'IGETS', 'Puff Bars', 'HQD Cuvies' or 'Gunnpods'). The survey assessed respondents' overall opinion of the product described; attitudes towards the product; liking of the product; and curiosity, willingness and intentions to use the product. Results: Those in the 'brand name' condition scored higher than those in the 'e-cigarettes' condition on all dependent variables. Those in the 'vapes' condition scored higher than those in the 'e-cigarettes' condition on product attitude. Conclusion: Findings indicate that the use of brand names and terms such as 'vapes' instead of 'e-cigarettes' results in more favourable attitudes towards e-cigarettes and susceptibility to use among young Australians. Results highlight the problematic influence of promotional language use favoured by industry. Competing Interests: Competing interests: None declared. (© Author(s) (or their employer(s)) 2024. Re-use permitted under CC BY. Published by BMJ.)
Databáze:	MEDLINE
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