The Impact of E-cigarette Marketing Features on Youths’ E-cigarette Perceptions and Use Intentions

Principal Investigator(s): Michelle Jeong
    
Funding Mechanism: NIH Grant

ID number: 1K01CA242591-01

Award Date: September 13, 2019

Institution: Rutgers University, RBHS-School of Public Health

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The goal of this study is to determine the impact of branded e-cigarette marketing features – such as color, use of people in images, and language specifically targeting smokers – on e-cigarette perceptions and use intentions among youth. Study aims are: (1) to examine the e-cigarette marketing context surrounding youth over time; (2) to assess the impact of e-cigarette marketing features on youth’s e-cigarette perceptions and use intentions; and (3) to explore the impact of branded e-cigarette marketing features on youths’ attention using eye tracking. Studies will be conducted with non-current users of e-cigarettes who are aged 13-17. To achieve Aim 1, the researcher will conduct a longitudinal content analysis over five years, as well as yearly, of print, online, and point-of-sale marketing materials for five brands of e-cigarettes to monitor the potential for youth exposure and to identify e-cigarette marketing trends. To achieve Aim 2, the researcher will first conduct four online focus groups (each with 8-12 youth) to understand their perceptions about e-cigarettes and e-cigarette marketing; the researcher will then conduct an online survey experiment with 600 youth to test the effects of use of color, use of people in images, and language specifically targeting smokers on e-cigarette perceptions and use intentions. To achieve Aim 3, the researcher will use eye tracking technology to objectively measure attention (e.g., dwell time, gaze patterns) among 60 youth exposed to e-cigarette marketing materials. Findings may inform future regulatory activities related to e-cigarette marketing, packaging, and labeling.