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Focus Group Study of Consumer Perceptions Related to Harmful and Potentially Harmful Constituents

Focus Group Study of Consumer Perceptions Related to Harmful and Potentially Harmful Constituents

Principal Investigator: Karen Sollod and Laura Shay

Funding Mechanism: Research Contract

ID Number: HHSF22320051008I

Award Date: 9/3/2010

Institution: Harvey Marketing Inc./OMR


Section 904 of the Food, Drug, & Cosmetic Act directs FDA to publicly display a list of HPHCs (by brand and by quantity in each brand and subbrand) that is understandable and not misleading to a lay person. The goal of this study is to collect qualitative data from consumers in order to understand what lay people know about the chemicals in tobacco products and/or tobacco smoke, how they respond to information about these chemicals, and their interest in learning more about these chemicals. Investigators will conduct 16 focus groups with adolescent and adult tobacco users and adolescents at risk for tobacco initiation. Focus groups will be conducted in four locations (Washington, DC, Nashville, TN, Miami, FL, and Baton Rouge, LA) and include 149 participants (35 youth and 114 adults). A trained moderator will use a semi-structured moderator’s guide to facilitate 90-minute discussions with focus group participants. Participants will be asked to discuss their general knowledge of tobacco products, chemicals in tobacco products, and perceptions of harm. They will then be asked to react to HPHC list prototypes of cigarettes, smokeless tobacco, and roll-your-own tobacco products. These data will be used to inform a subsequent experimental study designed to assess various list formats. (Project completed in 2011.)