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Reducing the Effect of Tobacco Power Wall Displays at Retail Point-of-Sale

Principal Investigator: William Shadel

Funding Mechanism: National Institutes of Health- Grant

ID number: 1R01CA175209-01

Award Date: 9/1/2013

Institution: Rand Corporation

Point-of-sale (POS) tobacco advertising includes prominent, expansive displays (called “power wall displays”) of many different types of tobacco products at the POS location. Investigators will conduct two studies that evaluate the extent to which the location of tobacco power wall displays (Study 1) and inclusion of anti-tobacco POS messages (Study 2) influence tobacco use risk in middle and high school students (aged 11-17). Participants will enter an experimental POS convenience store that "sells" tobacco products in addition to other products typically found in such stores (e.g., soda, water, candy) and spend four minutes selecting and "purchasing" $5 worth of (non-tobacco) products in the store; after exiting the store, they will complete a survey that evaluates cigarette, smokeless tobacco, cigarillo, and e-cigarette use risk. Specific aims are: (1) to evaluate the effects of power wall display location on tobacco use risk by comparing  three power wall display locations: behind the cashier, side-wall display away from cashier; and display hidden from view (360 participants); (2) to examine the effects of including anti-tobacco use posters in the POS environment on tobacco use risk by comparing four anti-tobacco poster conditions: no poster, a small poster at the cash register, a large poster on the power wall display, and posters placed both at the cash register and on the power wall (480 participants); and (3) to analyze whether tobacco use norms and attitudes and tobacco brand popularity mediate relationships found between the power wall displays and anti-tobacco posters and tobacco use risk.

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