In-store tobacco advertisements and promotions are an increasingly utilized marketing strategy to encourage tobacco use. The investigators' previous work indicates that point-of-purchase (POP) tobacco advertising and promotion are extensive, more prevalent near schools, and becoming more pervasive. Tobacco control activists and public policy makers, therefore, have expressed growing interest in restrictions on POP marketing, and the FDA last year proposed such regulations. While research has been conducted on the role of advertising in promoting adolescent smoking initiation, little is known about the influence of POP tobacco advertising and promotion on young people or the possible effects of policy options to restrict youth exposure to these pro-smoking messages. The investigators will assess the effects of three POP conditions ('tombstone"""""""" ads only, """"""""tombstone"""""""" plus counter-advertising, and status quo) on adolescents' normative perceptions, assessments of risk, purchase intentions, and smoking-related behavior. This study consists of a randomized, cross-sectional survey of youth recruited from 28 classrooms of fifth-graders and 24 classrooms of seventh-graders in two school districts and a one-year follow-up assessment of a panel (cohort) of the youth recruited from 28 classrooms of sixth-graders and 24 classrooms of eighth-graders. The investigators will design and systematically pre-test """"""""tombstone"""""""" and counter-advertising materials that could be used in stores that sell tobacco products. They will produce videotape simulations of typical store environments for two alternative POP advertising policies (""""""""tombstone"""""""" ads only; """"""""tombstone"""""""" ads plus counter-advertising) and a reference, status quo POP condition. These stimulus materials will be presented to students in classrooms. The research design enables the investigators to measure the immediate impact of exposure to the different POP conditions (year 1). They will also be able to determine the relationship between immediate responses to the videotaped POP policy options (and no-video reference condition) and subsequent smoking-related behavior (year 2). The investigators will disseminate the results of the study to other researchers, tobacco policy activists, and public health officials (year 3). The results will explicate the pro-smoking influences of tobacco POP marketing on youth and provide empirical data regarding the efficacy of two proposed policy options. They will measure adolescents' responses to inoculation counter-advertisements and determine if responses are predictive of future behavior.

Agency
National Institute of Health (NIH)
Institute
National Cancer Institute (NCI)
Type
Research Project (R01)
Project #
1R01CA067850-01A1
Application #
2008905
Study Section
Special Emphasis Panel (ZRG2-SSP (01))
Project Start
1997-06-01
Project End
1999-05-31
Budget Start
1997-06-01
Budget End
1998-05-31
Support Year
1
Fiscal Year
1997
Total Cost
Indirect Cost
Name
Stanford University
Department
Internal Medicine/Medicine
Type
Schools of Medicine
DUNS #
800771545
City
Stanford
State
CA
Country
United States
Zip Code
94305
Henriksen, Lisa; Schleicher, Nina C; Ababseh, Kimberly et al. (2018) Marijuana as a 'concept' flavour for cigar products: availability and price near California schools. Tob Control 27:585-588
Epperson, Anna E; Prochaska, Judith J; Henriksen, Lisa (2018) The flip side of Natural American Spirit: corporate social responsibility advertising. Tob Control 27:355-356
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Epperson, Anna E; Henriksen, Lisa; Prochaska, Judith J (2017) Natural American Spirit Brand Marketing Casts Health Halo Around Smoking. Am J Public Health 107:668-670
Henriksen, Lisa; Schleicher, Nina C; Barker, Dianne C et al. (2016) Prices for Tobacco and Nontobacco Products in Pharmacies Versus Other Stores: Results From Retail Marketing Surveillance in California and in the United States. Am J Public Health 106:1858-64
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Sanders-Jackson, Ashley; Schleicher, Nina C; Fortmann, Stephen P et al. (2015) Effect of warning statements in e-cigarette advertisements: an experiment with young adults in the United States. Addiction 110:2015-24
Sanders-Jackson, Ashley; Parikh, Nina M; Schleicher, Nina C et al. (2015) Convenience store visits by US adolescents: Rationale for healthier retail environments. Health Place 34:63-6
Sanders-Jackson, Ashley N; Tan, Andy S L; Bigman, Cabral A et al. (2015) Knowledge About E-Cigarette Constituents and Regulation: Results From a National Survey of U.S. Young Adults. Nicotine Tob Res 17:1247-54
Dauphinee, Amanda L; Doxey, Juliana R; Schleicher, Nina C et al. (2013) Racial differences in cigarette brand recognition and impact on youth smoking. BMC Public Health 13:170

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