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Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing.
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- معلومة اضافية
- المصدر:
Publisher: BioMed Central Country of Publication: England NLM ID: 100968562 Publication Model: Electronic Cited Medium: Internet ISSN: 1471-2458 (Electronic) Linking ISSN: 14712458 NLM ISO Abbreviation: BMC Public Health Subsets: MEDLINE
- بيانات النشر:
Original Publication: London : BioMed Central, [2001-
- الموضوع:
- نبذة مختصرة :
Background: Cigarette lifestyle marketing with psychographic targeting has been well documented, but few studies address non-cigarette tobacco products. This study examined how young adults respond to e-cigarette advertisements featuring diverse peer crowds - peer groups with shared identities and lifestyles - to inform tobacco counter-marketing design.
Methods: Fifty-nine young adult tobacco users in California participated in interviews and viewed four to five e-cigarette advertisements that featured characters from various peer crowd groups. For each participant, half of the advertisements they viewed showed characters from the same peer crowd as their own, and the other half of the advertisements featured characters from a different peer crowd. Advertisements were presented in random order. Questions probed what types of cues are noticed in the advertisements, and whether and how much participants liked or disliked the advertisements.
Results: Results suggest that participants liked and provided richer descriptions of characters and social situations in the advertisements featuring their own peer crowd more than the advertisements featuring a different peer crowd. Mismatching age or device type was also noted: participants reported advertisements showing older adults were not intended for them. Participants who used larger vaporizers tended to dislike cigalike advertisements even if they featured a matching peer crowd.
Conclusion: Peer crowd and lifestyle cues, age and device type are all salient features of e-cigarette advertising for young adults. Similarly, educational campaigns about e-cigarettes should employ peer crowd-based targeting to engage young adults, though messages should be carefully tested to ensure authentic and realistic portrayals.
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- Grant Information:
P50CA180890 The Food and Drug Administration; R01 CA141661 United States CA NCI NIH HHS; U54 HL147127 United States HL NHLBI NIH HHS; U54HL147127 The Food and Drug Administration; P50 CA180890 United States CA NCI NIH HHS; R01CA141661 The National Cancer Institute
- Contributed Indexing:
Keywords: E-cigarette advertisements; Peer crowd; Psychographic targeting; Targeted communication; Young adults
- الموضوع:
Date Created: 20200124 Date Completed: 20200420 Latest Revision: 20200807
- الموضوع:
20221213
- الرقم المعرف:
PMC6977342
- الرقم المعرف:
10.1186/s12889-019-8126-x
- الرقم المعرف:
31969114
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