OBJECTIVE: The purpose of this study was to examine the relationship between exposure to tobacco marketing and perceptions of peer tobacco use among college students. PARTICIPANTS: Participants were 5,767 undergraduate students from 19 colleges/universities in the State of Texas. METHODS: Students completed an online survey, in the spring of 2016, that assessed past 30 day exposure to e-cigarette, cigar, smokeless tobacco, and traditional cigarette advertising across multiple marketing channels, past 30 day use of each product, and perceived prevalence of peer use. Multi-level linear regression models were run to examine the associations between exposure to tobacco advertising and perceptions of peer tobacco use controlling for age, gender, race/ethnicity, use and school. RESULTS: Greater exposure to advertising was associated with greater perceived prevalence of peer use. CONCLUSIONS: Given the normative effects of advertising on perceived peer tobacco use, college tobacco initiatives should include descriptive norms education to counteract inaccurate perceptions.
OBJECTIVE: The purpose of this study was to examine the relationship between exposure to tobacco marketing and perceptions of peer tobacco use among college students. PARTICIPANTS: Participants were 5,767 undergraduate students from 19 colleges/universities in the State of Texas. METHODS: Students completed an online survey, in the spring of 2016, that assessed past 30 day exposure to e-cigarette, cigar, smokeless tobacco, and traditional cigarette advertising across multiple marketing channels, past 30 day use of each product, and perceived prevalence of peer use. Multi-level linear regression models were run to examine the associations between exposure to tobacco advertising and perceptions of peer tobacco use controlling for age, gender, race/ethnicity, use and school. RESULTS: Greater exposure to advertising was associated with greater perceived prevalence of peer use. CONCLUSIONS: Given the normative effects of advertising on perceived peer tobacco use, college tobacco initiatives should include descriptive norms education to counteract inaccurate perceptions.
Entities:
Keywords:
Alternative tobacco; E-cigarette marketing; cigarette marketing; descriptive norms; social norms; tobacco marketing
Authors: Samantha L Wong; Anna E Epperson; Jayna Rogers; Ralph J Castro; Robert K Jackler; Judith J Prochaska Journal: Prev Med Date: 2020-02-03 Impact factor: 4.018