5090.0: Wednesday, November 15, 2000 - 1:06 PM

Abstract #16269

Changes in adolescent brand preference over time

NJ Kaufman, RN, MSPH1, BC Castrucci, BA2, PD Mowery, MS3, KG Gerlach, PhD, MPH1, SL Emont, PhD1, and CT Orleans, PhD1. (1) The Robert Wood Johnson Foundation, Route 1 and College Road East, Princeton, NJ 08534, (609)243-5971, NKAUFMAN@RWJF.ORG, (2) Division of Sociomedical Sciences, The Joseph L. Mailman School of Public Health of Columbia University, 100 Haven Avenue, Apt. 23-B, New York, NY 10032, (3) Research Triangle Institute, PO Box 12194, Research Triangle Park, NC 27709

Adolescents remain an attractive market for the United States tobacco companies. Over 80% of adolescents report experimenting with cigarettes, and brand name cigarette use is more concentrated among adolescents. Research focused on the effect of advertising on adolescent tobacco use behavior has been unable to examine changes in adolescent brand preference over time. A better understanding of these changes when examined in the context of advertising expenditures and smoking trajectories would inform the development of more targeted tobacco prevention and cessation program and policies.

Using data from three nationally representative surveys, this presentation will examine the changes in adolescent brand preference over time with respect to changes in the advertising expenditures. Furthermore, using data from the nationally representative school-based sample included in the 1996 Robert Wood Johnson Foundation Study of Smoking and Tobacco Use Among Young People, a multivariate logistic regression discussing predictors of adolescent susceptibility to smoking, including advertising variables, will also be presented.

Understanding changes in brand preference over time will lead to better policy as emerging trends are recognized and confronted. Information presented on the predictors of susceptibility will both further the argument that adolescents receptive to tobacco advertising are more likely to be susceptible to tobacco use and provide necessary data to formulate future prevention programming.

Learning Objectives: 1. Recognize that brand preference among adolescents changes over time. 2. Discuss the role that advertising expenditures may play in these changes. 3. Articulate how adolescents are distributed along the smoking uptake continuum

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