4306.0: Tuesday, November 14, 2000 - Table 1

Abstract #10287

Effects of exposing youth to anti- and pro-smoking advertising in convenience stores

Lisa Henriksen, PhD, Ellen Feighery, RN, June A. Flora, PhD, and Stephen P. Fortmann, MD. Stanford Center for Research in Disease Prevention, Stanford University School of Medicine, 1000 Welch Road, Palo Alto, CA 94304, 650-723-7053, lisah@scrdp.stanford.edu

Background: Point-of-purchase tobacco advertising is subject to few regulations and is especially prevalent in stores located near schools. Thus, research is needed to understand how these messages affect youth. As a follow-up to our study about manipulating adolescentsí exposure to cigarette advertising in stores, this experiment demonstrates how anti-smoking advertising might counter pro-tobacco influences in the retail environment.

Methods: Eighth gradersí (n=243) exposure to anti- and pro-smoking advertising was manipulated under the pretense of evaluating a teen-interest news story about shopping in convenience stores. Students were randomly assigned to see one of three versions of a video and photographs that illustrated the news story. The two-minute video and two color photographs showed either convenience stores with cigarette and anti-smoking ads, or stores with cigarette ads but no anti-smoking ads, or stores without tobacco-related ads. Analysis of covariance determined the effects of advertising exposure (anti-smoking plus pro-smoking vs. pro-smoking vs. control) on perceptions and attitudes about smoking, controlling for intentions to smoke.

Results: The addition of anti-smoking ads to a retail environment had a significant impact on studentsí perceptions and attitudes about smoking. The students who saw stores with anti- and pro-smoking ads expected cigarettes to be more difficult to obtain, believed fewer peers smoked, perceived less peer approval for smoking, and evaluated teen smokers more negatively than other students.

Conclusions: Efforts to counter pro-tobacco influences and create a climate that discourages youth from smoking would benefit from increasing the presence of anti-smoking advertising in convenience stores.

Learning Objectives: Participants will learn about the frequency and effects of adolescents' exposure to point-of-purchase cigarette advertising, and how the addition of anti-smoking ads may effectively counter a pro-tobacco influence in stores

Keywords: Adolescents, Tobacco

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

The 128th Annual Meeting of APHA