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Investigation of Consumer Perceptions of Implied Modified Risk Claims

Principal Investigators: Jane Allen and Amber Koblitz

Funding Mechanism: Research Contract

ID number: HHSF223201110005B

Award Date: 9/15/2015

Institution: Research Triangle Institute

Section 911 of the Tobacco Control Act prohibits tobacco labels, labeling, or advertisements that include the descriptors "light," "mild," "low," or other descriptors that imply lower risk or harm. The goal of this project is to identify modified risk tobacco product (MRTP) claims that act as similar descriptors on labels, labeling, and advertising. Study aims are: (1) to determine whether hypothesized implied MRTP claims convey modified risk to consumers, (2) to determine whether implied MRTP claims affect consumer perceptions of risk, harm, and exposure to harmful chemicals, (3) to determine whether and how consumer perceptions of risk, harm, and exposure vary among different populations exposed to implied MRTP claims, and (4) to determine the similarities and differences when implied MRTP claims are viewed on labeling versus in advertisements. Approximately 6,300 adolescent, young adult, and adult tobacco users and non-users will participate in an online experimental study of three hypothesized implied MRTP claims on tobacco labeling and advertising for three tobacco products (cigarettes, smokeless tobacco, and e-cigarettes). Participants will be randomly assigned to view one of three claims or a control claim with no MRTP information. Participants will also be randomly assigned to the types of products and media they will view. Participants will be asked to provide their assessments of risk, harm, and exposure to harmful chemicals for the product label or advertisement viewed. This project will provide insights about how consumer perceptions of the risks and harms of tobacco products are influenced by implied MRTP claims on packaging and labeling.

 

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