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 |
| 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 |
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