Pallav Pokhrel1, Pebbles Fagan2, Thaddeus A Herzog1, Simone Schmid3, Crissy T Kawamoto4, Jennifer B Unger5. 1. Associate Professor, University of Hawaii Cancer Center, University of Hawaii at Manoa, Honolulu, HI. 2. Professor, Fay W. Boozman College of Public Health, University of Arkansas for Medical Sciences, Little Rock, AK. 3. Graduate Research Assistant, University of Hawaii Cancer Center, University of Hawaii at Manoa, Honolulu, HI. 4. Study Coordinator, University of Hawaii Cancer Center, University of Hawaii at Manoa, Honolulu, HI. 5. Professor, Department of Preventive Medicine, University of Southern California, Los Angeles, CA.
Abstract
OBJECTIVES: We tested how various measures of e-cigarette advertising exposure and receptivity are related to each other and compare to each other in their associations with e-cigarette use susceptibility and behavior. METHODS: Cross-sectional data were collected from young adult college students (N = 470; Mage = 20.9, SD = 2.1; 65% women). Measures of e-cigarette advertising exposure/receptivity compared included a cued recall measure, measures of marketing receptivity, perceived ad exposure, liking of e-cigarette ads, and frequency of convenience store visit, which is considered a measure of point-of-sale ad exposure. RESULTS: The cued-recall measure was associated with e-cigarette use experimentation but not current e-cigarette use. Marketing receptivity was associated with current e-cigarette use but not e-cigarette use experimentation. Liking of e-cigarette ads was the only measure associated with e-cigarette use susceptibility. Frequency of convenience store visit was associated with current e-cigarette use but not e-cigarette use experimentation or susceptibility. CONCLUSION: Inclusion of multiple measures of marketing exposure and receptivity is recommended for regulatory research concerning e-cigarette marketing. Marketing receptivity and cued recall measures are strong correlates of current and ever e-cigarette use, respectively.
OBJECTIVES: We tested how various measures of e-cigarette advertising exposure and receptivity are related to each other and compare to each other in their associations with e-cigarette use susceptibility and behavior. METHODS: Cross-sectional data were collected from young adult college students (N = 470; Mage = 20.9, SD = 2.1; 65% women). Measures of e-cigarette advertising exposure/receptivity compared included a cued recall measure, measures of marketing receptivity, perceived ad exposure, liking of e-cigarette ads, and frequency of convenience store visit, which is considered a measure of point-of-sale ad exposure. RESULTS: The cued-recall measure was associated with e-cigarette use experimentation but not current e-cigarette use. Marketing receptivity was associated with current e-cigarette use but not e-cigarette use experimentation. Liking of e-cigarette ads was the only measure associated with e-cigarette use susceptibility. Frequency of convenience store visit was associated with current e-cigarette use but not e-cigarette use experimentation or susceptibility. CONCLUSION: Inclusion of multiple measures of marketing exposure and receptivity is recommended for regulatory research concerning e-cigarette marketing. Marketing receptivity and cued recall measures are strong correlates of current and ever e-cigarette use, respectively.
Entities:
Keywords:
e-cigarettes; marketing; measures; young adults
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