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Seeing, wanting, owning: the relationship between receptivity to tobacco marketing and smoking susceptibility in young people

Tobacco control, 1998-06, Vol.7 (2), p.123-128 [Peer Reviewed Journal]

Tobacco Control ;Copyright 1998 Tobacco Control ;Copyright: 1998 Tobacco Control ;ISSN: 0964-4563 ;EISSN: 1468-3318 ;DOI: 10.1136/tc.7.2.123 ;PMID: 9789929

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Title:
Seeing, wanting, owning: the relationship between receptivity to tobacco marketing and smoking susceptibility in young people
Author: Feighery, Ellen ; Borzekowski, Dina L G ; Schooler, Caroline ; Flora, June
Subjects: Adolescent ; Adolescents ; Advertising ; Attitudes ; Behavior ; Billboards ; Brand loyalty ; Child ; Children ; Cigarette smoking ; Cigarettes ; Consumers ; Decision making ; Design ; Female ; Humans ; Influence ; Male ; Market strategy ; Marketing ; Marketing of Health Services ; Marketing strategies ; Nicotiana ; Novelties ; Original ; Parents ; Photic Stimulation ; Plants, Toxic ; Print advertising ; Promotional products ; School districts ; Smoking ; smoking initiation ; Smoking Prevention ; Students ; Teenagers ; Tobacco ; Tobacco industry ; Tobacco smoking ; Tobacco use
Is Part Of: Tobacco control, 1998-06, Vol.7 (2), p.123-128
Description: OBJECTIVE To assess the effect of the tobacco industry’s marketing practices on adolescents by examining the relationship between their receptivity to these practices and their susceptibility to start smoking. DESIGN Paper-and-pencil surveys measuring association with other smokers, exposure to tobacco industry marketing strategies, experience with smoking, and resolve not to smoke in the future. SETTING 25 randomly selected classrooms in five middle schools in San Jose, California. SUBJECTS 571 seventh graders with an average age of 13 years and 8 months; 57% were female. Forty-five per cent of the students were Asian, 38% were Hispanic, 12% were white, and 5% were black. MAIN OUTCOME MEASURES Exposure to social influences, receptivity to marketing strategies, susceptibility to start smoking. RESULTS About 70% of the participants indicated at least moderate receptivity to tobacco marketing materials. Children who are more receptive are also more susceptible to start smoking. In addition to demographics and social influences, receptivity to tobacco marketing materials was found to be strongly associated with susceptibility. CONCLUSIONS Tobacco companies conduct marketing campaigns that effectively capture teenage attention and stimulate desire for their promotional items. These marketing strategies may function to move young teenagers from non-smoking status toward regular use of tobacco. Our results demonstrate that there is a clear association between tobacco marketing practices and youngsters’ susceptibility to smoke. The findings, along with other research, provide compelling support for regulating the manner in which tobacco products are marketed, to protect young people from the tobacco industry’s strategies to reach them.
Publisher: England: BMJ Publishing Group Ltd
Language: English
Identifier: ISSN: 0964-4563
EISSN: 1468-3318
DOI: 10.1136/tc.7.2.123
PMID: 9789929
Source: MEDLINE
PubMed Central
Alma/SFX Local Collection
ProQuest Central

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Seeing, wanting, owning: the relationship between receptivity to tobacco marketing and smoking susceptibility in young people

Tobacco Control ;Copyright 1998 Tobacco Control ;Copyright: 1998 Tobacco Control ;ISSN: 0964-4563 ;EISSN: 1468-3318 ;DOI: 10.1136/tc.7.2.123 ;PMID: 9789929

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