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Heated Tobacco Product Marketing: A Mixed-Methods Study Examining Exposure and Perceptions among US and Israeli Adults

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Title: Heated Tobacco Product Marketing: A Mixed-Methods Study Examining Exposure and Perceptions among US and Israeli Adults
Language: English
Authors: Yuxian Cui, Yael Bar-Zeev, Hagai Levine, Cassidy R. LoParco (ORCID 0000-0003-4206-4179), Zongshuan Duan (ORCID 0000-0002-2598-1752), Yan Wang, Lorien C. Abroms, Amal Khayat (ORCID 0000-0003-0525-4889), Carla J. Berg (ORCID 0000-0001-8931-1961)
Source: Health Education Research. 2024 39(4):375-397.
Availability: Oxford University Press. Great Clarendon Street, Oxford OX2 6DP, UK. Tel: +44-1865-353907; Fax: +44-1865-353485; e-mail: jnls.cust.serv@oxfordjournals.org; Web site: http://her.oxfordjournals.org/
Peer Reviewed: Y
Page Count: 23
Publication Date: 2024
Document Type: Journal Articles
Reports - Research
Descriptors: Foreign Countries, Smoking, Adults, Advertising, Consumer Economics, Visual Aids, Attitudes, Beliefs
Geographic Terms: Israel, United States
DOI: 10.1093/her/cyae018
ISSN: 0268-1153
1465-3648
Abstract: The marketing of heated tobacco products (HTPs), like IQOS, influences consumers' perceptions. This mixed-methods study analyzed (i) survey data (2021) of 2222 US and Israeli adults comparing perceptions of 7 IQOS attributes (design, technology, colors, customization, flavors, cost and maintenance) and 10 marketing messages (e.g. 'Go smoke-free…') across tobacco use subgroups and (ii) qualitative interviews (n = 84) regarding IQOS perceptions. In initial bivariate analyses, those never using HTPs (86.2%) reported the least overall appeal; those currently using HTPs (7.7%) reported the greatest appeal. Notably, almost all (94.8%) currently using HTPs also currently used cigarettes (82.0%) and/or e-cigarettes (64.0%). Thus, multivariable linear regression accounted for current cigarette/e-cigarette use subgroup and HTP use separately; compared to neither cigarette/e-cigarette use (62.8%), cigarette/no e-cigarette use (17.1%) and e-cigarette/no cigarette use (6.5%), those with dual use (13.5%) indicated greater overall IQOS appeal (per composite index score); current HTP use was not associated. Qualitative data indicated varied perceptions regarding advantages (e.g. harm, addiction and complexity) of IQOS versus cigarettes and e-cigarettes, and perceived target markets included young people, those looking for cigarette alternatives and females. Given the perceived target markets and particular appeal to dual cigarette/e-cigarette use groups, IQOS marketing and population impact warrant ongoing monitoring to inform regulation.
Abstractor: As Provided
Entry Date: 2024
Accession Number: EJ1445424
Database: ERIC
FullText Text:
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PubType: Academic Journal
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  Data: Heated Tobacco Product Marketing: A Mixed-Methods Study Examining Exposure and Perceptions among US and Israeli Adults
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  Data: English
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  Data: <searchLink fieldCode="AR" term="%22Yuxian+Cui%22">Yuxian Cui</searchLink><br /><searchLink fieldCode="AR" term="%22Yael+Bar-Zeev%22">Yael Bar-Zeev</searchLink><br /><searchLink fieldCode="AR" term="%22Hagai+Levine%22">Hagai Levine</searchLink><br /><searchLink fieldCode="AR" term="%22Cassidy+R%2E+LoParco%22">Cassidy R. LoParco</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0003-4206-4179">0000-0003-4206-4179</externalLink>)<br /><searchLink fieldCode="AR" term="%22Zongshuan+Duan%22">Zongshuan Duan</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-2598-1752">0000-0002-2598-1752</externalLink>)<br /><searchLink fieldCode="AR" term="%22Yan+Wang%22">Yan Wang</searchLink><br /><searchLink fieldCode="AR" term="%22Lorien+C%2E+Abroms%22">Lorien C. Abroms</searchLink><br /><searchLink fieldCode="AR" term="%22Amal+Khayat%22">Amal Khayat</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0003-0525-4889">0000-0003-0525-4889</externalLink>)<br /><searchLink fieldCode="AR" term="%22Carla+J%2E+Berg%22">Carla J. Berg</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0001-8931-1961">0000-0001-8931-1961</externalLink>)
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  Data: <searchLink fieldCode="SO" term="%22Health+Education+Research%22"><i>Health Education Research</i></searchLink>. 2024 39(4):375-397.
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  Data: Oxford University Press. Great Clarendon Street, Oxford OX2 6DP, UK. Tel: +44-1865-353907; Fax: +44-1865-353485; e-mail: jnls.cust.serv@oxfordjournals.org; Web site: http://her.oxfordjournals.org/
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  Data: Y
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  Data: 23
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  Label: Publication Date
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  Data: 2024
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  Data: Journal Articles<br />Reports - Research
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  Label: Descriptors
  Group: Su
  Data: <searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22Smoking%22">Smoking</searchLink><br /><searchLink fieldCode="DE" term="%22Adults%22">Adults</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+Economics%22">Consumer Economics</searchLink><br /><searchLink fieldCode="DE" term="%22Visual+Aids%22">Visual Aids</searchLink><br /><searchLink fieldCode="DE" term="%22Attitudes%22">Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Beliefs%22">Beliefs</searchLink>
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  Label: Geographic Terms
  Group: Su
  Data: <searchLink fieldCode="DE" term="%22Israel%22">Israel</searchLink><br /><searchLink fieldCode="DE" term="%22United+States%22">United States</searchLink>
– Name: DOI
  Label: DOI
  Group: ID
  Data: 10.1093/her/cyae018
– Name: ISSN
  Label: ISSN
  Group: ISSN
  Data: 0268-1153<br />1465-3648
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: The marketing of heated tobacco products (HTPs), like IQOS, influences consumers' perceptions. This mixed-methods study analyzed (i) survey data (2021) of 2222 US and Israeli adults comparing perceptions of 7 IQOS attributes (design, technology, colors, customization, flavors, cost and maintenance) and 10 marketing messages (e.g. 'Go smoke-free…') across tobacco use subgroups and (ii) qualitative interviews (n = 84) regarding IQOS perceptions. In initial bivariate analyses, those never using HTPs (86.2%) reported the least overall appeal; those currently using HTPs (7.7%) reported the greatest appeal. Notably, almost all (94.8%) currently using HTPs also currently used cigarettes (82.0%) and/or e-cigarettes (64.0%). Thus, multivariable linear regression accounted for current cigarette/e-cigarette use subgroup and HTP use separately; compared to neither cigarette/e-cigarette use (62.8%), cigarette/no e-cigarette use (17.1%) and e-cigarette/no cigarette use (6.5%), those with dual use (13.5%) indicated greater overall IQOS appeal (per composite index score); current HTP use was not associated. Qualitative data indicated varied perceptions regarding advantages (e.g. harm, addiction and complexity) of IQOS versus cigarettes and e-cigarettes, and perceived target markets included young people, those looking for cigarette alternatives and females. Given the perceived target markets and particular appeal to dual cigarette/e-cigarette use groups, IQOS marketing and population impact warrant ongoing monitoring to inform regulation.
– Name: AbstractInfo
  Label: Abstractor
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  Data: As Provided
– Name: DateEntry
  Label: Entry Date
  Group: Date
  Data: 2024
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  Label: Accession Number
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  Data: EJ1445424
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        Value: 10.1093/her/cyae018
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        Type: general
      – SubjectFull: Smoking
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      – SubjectFull: Adults
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      – SubjectFull: Israel
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