In recent years, emerging tobacco products, such as small cigars (i.e., little cigars, cigarillos), snuff, dissolvable tobacco products, and electronic nicotine delivery systems (ENDS;i.e., """"""""e-cigarettes""""""""), have been introduced to the US market, while water pipes or hookah have increased in popularity. The health risks associated with the utilization of these products include misperceptions of their relatively lower health risks, use as an alternative to smoking cessation, and potential appeal to youth, among other concerns. In June 2009, the Food and Drug Administration (FDA) acquired the authority to regulate the manufacture, marketing, and distribution of tobacco products. The current proposal primarily focuses on two main research priority areas established by the FDA, specifically to increase understanding of: 1) the impact of tobacco product marketing on use behaviors, perception, attitudes, and beliefs;and 2) how to effectively convey information regarding risks of tobacco product use and the regulation of tobacco products. The long-term goal of this research program is to better understand the epidemiology of tobacco product use, particularly alternative tobacco product use, and attitudes toward these tobacco products among young adults through the use of market research. Market research employs a novel approach to understanding individuals by defining market segments, individuals with similar psychographic profiles (defined by interests, lifestyles, goals, and values), which are predictive of consumer behavior. No research has employed market research to improve our predictive models of tobacco use in the context of longitudinal research. This study will examine whether psychographic profiles of market segments predict traditional and alternative tobacco product use and may elucidate valuable targets for health messaging to impact attitudes regarding these products among high-risk segments.
Our specific aims are to: 1) identify market segments of young adults attending colleges and universities in Georgia based on their psychographic profiles using market research methodology;2) examine the epidemiology of tobacco use among college student market segments over two years;and 3) investigate reasons for use of alternative tobacco products and how to best frame messages to alter attitudes about these products and regarding regulation of tobacco products.
Aims 1 and 2 will be addressed through a longitudinal cohort study of 1,200 college students aged 18-25.
Aim 3 will be addressed using semi- structured interviews of 60 tobacco product users from the cohort. This research will provide novel information regarding high-risk youth and how to best communicate health risks associated with using tobacco, particularly alternative tobacco products, as well as how to promote support for FDA's regulatory authority. Future research will develop and test messages to promote tobacco use prevention and cessation among high-risk young adults and will address a broader range of vulnerable populations using this approach.

Public Health Relevance

The current proposal primarily focuses on two main research priorities established by the FDA, specifically to increase understanding of: 1) the impact of tobacco product marketing on use behaviors, perception, attitudes, and beliefs;and 2) how to effectively convey information regarding risks of tobacco product use and regulation of tobacco products. This study will examine whether psychographic profiles of market segments predict traditional and alternative tobacco product use and may elucidate valuable targets for health messaging to impact attitudes regarding these products among high-risk segments. Future research will aim to develop and test messages to promote tobacco use prevention and cessation among high-risk young adults and address other vulnerable populations using this approach.

Agency
National Institute of Health (NIH)
Institute
National Cancer Institute (NCI)
Type
Research Project (R01)
Project #
5R01CA179422-02
Application #
8737816
Study Section
Special Emphasis Panel (ZRG1)
Program Officer
Ginexi, Elizabeth M
Project Start
2013-09-19
Project End
2018-08-31
Budget Start
2014-09-01
Budget End
2015-08-31
Support Year
2
Fiscal Year
2014
Total Cost
Indirect Cost
Name
Emory University
Department
Psychology
Type
Schools of Public Health
DUNS #
City
Atlanta
State
GA
Country
United States
Zip Code
30322
Berg, Carla J; Daniel, Carmen N; Vu, Milkie et al. (2018) Marijuana Use and Driving Under the Influence among Young Adults: A Socioecological Perspective on Risk Factors. Subst Use Misuse 53:370-380
Berg, Carla J (2018) A Socioecological Perspective Regarding Risk Factors for Driving Under the Influence of Marijuana Among Young Adults. Subst Abuse 12:1178221818805084
Berg, Carla J; Henriksen, Lisa; Cavazos-Rehg, Patricia A et al. (2018) The emerging marijuana retail environment: Key lessons learned from tobacco and alcohol retail research. Addict Behav 81:26-31
Windle, Michael; Haardörfer, Regine; Getachew, Beth et al. (2018) A multivariate analysis of adverse childhood experiences and health behaviors and outcomes among college students. J Am Coll Health 66:246-251
Berg, Carla J; Fong, Geoffrey T; Thrasher, James F et al. (2018) The impact and relevance of tobacco control research in low-and middle-income countries globally and to the US. Addict Behav 87:162-168
Getachew, Betelihem; Payne, Jackelyn B; Vu, Milkie et al. (2018) Perceptions of Alternative Tobacco Products, Anti-tobacco Media, and Tobacco Regulation among Young Adults: A Qualitative Study. Am J Health Behav 42:118-130
Berg, Carla J; Payne, Jackelyn; Henriksen, Lisa et al. (2018) Reasons for Marijuana and Tobacco Co-use Among Young Adults: A Mixed Methods Scale Development Study. Subst Use Misuse 53:357-369
Berg, Carla J; Haardörfer, Regine; Wagener, Theodore L et al. (2018) Correlates of Allowing Alternative Tobacco Product or Marijuana Use in the Homes of Young Adults. Pediatrics 141:S10-S20
Berg, Carla J; Henriksen, Lisa; Cavazos-Rehg, Patricia et al. (2018) Point-of-sale marketing and context of marijuana retailers: Assessing reliability and generalizability of the marijuana retail surveillance tool. Prev Med Rep 11:37-41
Kothari, Shreya; Berg, Carla J (2018) Reasons for use, potential use, or discontinued use of hookah among US young adult college students. Tob Prev Cessat 4:

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