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The Impact of E-cigarette Marketing Features on Youths' E-cigarette Perceptions and Use Intentions

Award Number: K01CA242591
ORGANIZATION: NATIONAL CANCER INSTITUTE
OPDIV: NIH
AWARD CLASS: DISCRETIONARY
AWARD ACTIVITY TYPE: TRAINING/TRAINEESHIP
PERIOD OF PERFORMANCE START DATE: 09/01/2019
PERIOD OF PERFORMANCE END DATE: 08/31/2025

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The Impact of E-cigarette Marketing Features on Youths' E-cigarette Perceptions and Use Intentions - PROJECT SUMMARY/ABSTRACT E-cigarettes are the most commonly used tobacco product among youth, and can pose various risks among youth. Exposure to branded e-cigarette marketing and marketing features, such as the use of color, use of people in images, and language specifically targeting smokers, likely contributes to youths’ e-cigarette-related perceptions and use intentions. A better understanding of how these features work, and how they interact with the required nicotine warning on e-cigarette marketing material, will help to inform future regulatory efforts pertaining to marketing, and may also serve as guidelines for industry self-regulation. In addition, the field is in need of new study designs that will complement existing methods to accurately assess the impact of e- cigarette marketing. Thus, the overarching goal of my proposed research is to determine the impact of branded e-cigarette marketing features on youths’ e-cigarette perceptions and use intentions, relying on a triangulation of methods. In Aim 1, I will conduct a longitudinal content analysis of e-cigarette print, online, and point-of-sale marketing material, to monitor the potential for youth exposure to e-cigarette marketing and to detect changing trends in e-cigarette marketing over time. In Aim 2, I will assess the impact of different branded e-cigarette marketing features on youths’ e-cigarette perceptions and use intentions via two activities. First, I will conduct four online focus groups with youth (13-17) non-current users of e-cigarettes, to qualitatively understand their perceptions about e-cigarettes and branded e-cigarette marketing. Findings will inform the development of a survey instrument for the next activity, in which I will conduct a 2x2x2 online survey experiment with 600 youth (13-17) non-current users of e-cigarettes to quantitatively test the effects of use of color, use of people in images, and smoker-targeting language on e-cigarette perceptions and use intentions. In Aim 3, I will supplement the findings from Aim 2 with objective measures of attention, assessed with eye tracking technology. In this pilot eye tracking study with 60 youth (13-17) non-current users of e- cigarettes, I will examine dwell time and gaze patterns to explore the effects of use of people in images and smoker-targeting language, as well as whether these features undermine attention paid to the nicotine warning. This research addresses FDA CTP’s priority scientific interest in understanding marketing influences, particularly on youth initiation in the context of industry marketing of novel and/or potential modified risk tobacco products. In addition, this K01 will allow me to achieve my long-term career goal of becoming a leading behavioral scientist in tobacco regulatory science by providing training in a new content area, i.e., industry marketing, and new methodologies, i.e., focus groups, content analyses, and eye tracking, and supporting my transition to becoming an independent researcher. The proposed research will allow me to work towards an R01 grant that will examine potential regulatory solutions to mitigate the impact of tobacco industry marketing of potential modified risk tobacco products on youth.


Issue Date FY	Funding FY	Legal Entity Name	Legal Entity Address	Legal Entity City	Legal Entity State	Legal Entity Zip Code	Legal Entity COUNTY	Legal Entity COUNTRY	Assistance Listing	Award Code	Budget Year	Action Date	Action Type	Action Amount

Issue Date FY: 2026 ( Subtotal = $0 )
2026	2023	RUTGERS THE STATE UNIVERSITY OF NEW JERSEY	65 BERGEN ST	NEWARK	NJ	07107	ESSEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	000	5	12/18/2025	NON-COMPETING CONTINUATION	$0
														Subtotal = $0

Issue Date FY: 2025 ( Subtotal = $0 )
2025	2023	RUTGERS THE STATE UNIVERSITY OF NEW JERSEY	65 BERGEN ST	NEWARK	NJ	07107	ESSEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	000	5	12/3/2024	NON-COMPETING CONTINUATION	$0
														Subtotal = $0

Issue Date FY: 2024 ( Subtotal = $0 )
2024	2023	RUTGERS THE STATE UNIVERSITY OF NEW JERSEY	65 BERGEN ST	NEWARK	NJ	07107	ESSEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	001	5	9/5/2024	NON-COMPETING CONTINUATION	$0
2024	2023	RUTGERS THE STATE UNIVERSITY OF NEW JERSEY	65 BERGEN ST	NEWARK	NJ	07107	ESSEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	000	5	1/15/2024	NON-COMPETING CONTINUATION	$0
														Subtotal = $0

Issue Date FY: 2023 ( Subtotal = $189,606 )
2023	2023	RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY	65 BERGEN ST	NEWARK	NJ	07107	ESSEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	002	5	9/11/2023	NON-COMPETING CONTINUATION	$189,606
2023	2022	RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY	65 BERGEN ST	NEWARK	NJ	07107	ESSEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	003	4	9/15/2023	CHANGE OF GRANTEE / TRAINING INSTITUTION / AWARDING INSTITUTION	$0
2023	2022	RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY	65 BERGEN ST	NEWARK	NJ	07107	ESSEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	001	4	9/7/2023	CHANGE OF GRANTEE / TRAINING INSTITUTION / AWARDING INSTITUTION	$33,167
2023	2021	RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY	683 HOES LN W	PISCATAWAY	NJ	08854	MIDDLESEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	000	3	9/7/2023	NON-COMPETING CONTINUATION	-$33,167
														Subtotal = $189,606

Issue Date FY: 2022 ( Subtotal = $189,606 )
2022	2022	RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY	65 BERGEN ST	NEWARK	NJ	07107	ESSEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	001	4	9/8/2022	CHANGE OF GRANTEE / TRAINING INSTITUTION / AWARDING INSTITUTION	$189,606
2022	2021	RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY	683 HOES LN W	PISCATAWAY	NJ	08854	MIDDLESEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	000	3	9/8/2022	NON-COMPETING CONTINUATION	$0
														Subtotal = $189,606

Issue Date FY: 2021 ( Subtotal = $193,600 )
2021	2021	RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY	683 HOES LN W	PISCATAWAY	NJ	08854	MIDDLESEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	000	3	8/25/2021	NON-COMPETING CONTINUATION	$193,600
														Subtotal = $193,600

Issue Date FY: 2020 ( Subtotal = $193,600 )
2020	2020	RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY	683 HOES LN W	PISCATAWAY	NJ	08854	MIDDLESEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	000	2	7/17/2020	NON-COMPETING CONTINUATION	$193,600
														Subtotal = $193,600

Issue Date FY: 2019 ( Subtotal = $197,596 )
2019	2019	RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY	683 HOES LN W	PISCATAWAY	NJ	08854	MIDDLESEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	001	1	9/13/2019	NEW	$0
2019	2019	RUTGERS, THE STATE UNIVERSITY OF NEW JERSEY	683 HOES LN W	PISCATAWAY	NJ	08854	MIDDLESEX	USA	Family Smoking Prevention and Tobacco Control Act Regulatory Research	000	1	8/16/2019	NEW	$197,596
														Subtotal = $197,596

Grand Total All Awards = $964,008

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The Impact of E-cigarette Marketing Features on Youths' E-cigarette Perceptions and Use Intentions

Award Number: K01CA242591

ORGANIZATION: NATIONAL CANCER INSTITUTE

OPDIV: NIH

AWARD CLASS: DISCRETIONARY

AWARD ACTIVITY TYPE: TRAINING/TRAINEESHIP

PERIOD OF PERFORMANCE START DATE: 09/01/2019

PERIOD OF PERFORMANCE END DATE: 08/31/2025

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