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