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The relationship between tobacco marketing, beliefs about smoking, and intention to quit.

機譯：煙草營銷，吸煙觀念和戒煙意愿之間的關(guān)系。

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摘要

Cigarette smoking continues to remain a public health concern in the United States. One of the single most important contributing factors towards the initiation and maintenance of smoking is the presence of tobacco marketing. Even with the many restrictions placed on the marketing of tobacco products, the tobacco industry continues to spend billions of dollars every year in advertising and promotional activities through channels that do not fall under the purview of the restrictions. Understanding the influence of tobacco marketing on attitudes and beliefs about smoking in the adult population and how these attitudes and beliefs in turn affect intentions to quit would go a long way towards motivating greater cessation rates among adult smokers. The present study examines the effect of exposure to tobacco marketing activities on smokers' attitudes and beliefs about smoking, and how these attitudes and beliefs act as mediators in the relationship between exposure to tobacco marketing and smokers' intent to quit smoking. For the empirical analysis, this study draws on a national dataset of smokers aged 18-64 years with the time period for the data used in the study ranging from years 2002-2006. Linear and non-linear regression models were used to estimate the relationships between exposure to tobacco marketing, altitudes and beliefs about smoking and intent to quit. It was found that exposure to some of the marketing channels resulted in a more positive beliefs about smoking as well as the perception that smoking is socially acceptable. Exposure to marketing also resulted in decreased likelihood of intent to quit. Findings from this study can serve as a foundation for future analyses that examine the effect of tobacco marketing on adult smokers' perceptions, attitudes and beliefs about smoking. Understanding how pro-tobacco marketing serves as a strong influence on attitudes and beliefs by normalizing smoking behavior, by diminishing perceptions of health risks and by subtly reinforcing the message that cigarette smoking affords benefits such as stress reduction and weight control, is important in order to grasp the pathways through which exposure to marketing affects intent to quit.
機譯：在美國，吸煙仍然是公共健康問題。引發(fā)和維持吸煙的最重要的因素之一就是煙草銷售。即使對煙草產(chǎn)品的銷售設(shè)置了許多限制，煙草業(yè)仍然繼續(xù)通過不屬于限制范圍的渠道，每年在廣告和促銷活動上花費數(shù)十億美元。了解煙草營銷對成年人口中吸煙觀念和信念的影響，以及這些態(tài)度和觀念反過來如何影響戒煙意愿，對于激勵成年吸煙者提高戒煙率大有幫助。本研究探討了暴露于煙草營銷活動對吸煙者的吸煙態(tài)度和信念的影響，以及這些態(tài)度和信念如何充當煙草營銷暴露與吸煙者戒煙意愿之間關(guān)系的中介。為了進行實證分析，本研究采用了18-64歲的全國吸煙者數(shù)據(jù)集，該研究使用的時間段范圍為2002-2006年。線性和非線性回歸模型用于估計煙草銷售的暴露程度，海拔高度和吸煙觀念與戒煙意愿之間的關(guān)系。人們發(fā)現(xiàn)，接觸某些營銷渠道會導致人們對吸煙產(chǎn)生更積極的信念，并認為吸煙在社會上是可以接受的。參與市場營銷還可以降低退出意愿的可能性。這項研究的結(jié)果可以作為未來分析的基礎(chǔ)，以分析煙草營銷對成年吸煙者對吸煙的看法，態(tài)度和信念的影響。為了使吸煙行為正常化，減少對健康風險的認知并巧妙地強化吸煙能帶來壓力減輕和體重減輕等益處的信息，了解煙草營銷如何對態(tài)度和信念產(chǎn)生強烈影響非常重要。掌握接觸市場影響退出意愿的途徑。

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  • 作者

    Kowlessar, Niranjana.;

  • 作者單位

    University of Illinois at Chicago.;

  • 授予單位 University of Illinois at Chicago.;
  • 學科 Business Administration Marketing.;Health Sciences Public Health.
  • 學位 Ph.D.
  • 年度 2009
  • 頁碼 178 p.
  • 總頁數(shù) 178
  • 原文格式 PDF
  • 正文語種 eng
  • 中圖分類 遙感技術(shù);
  • 關(guān)鍵詞

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