Assessing the predicting validity of the tobacco marketing receptivity among youth
Background In a previous cross-sectional study, we developed a marketing receptivity index (MRI), which had independent, positive associations with positive smoking expectancies, smoking susceptibility and current smoking behavior in a sample of early adolescents in Argentina. The current study aime...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
European Publishing
2018-03-01
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| Series: | Tobacco Induced Diseases |
| Subjects: | |
| Online Access: | http://www.journalssystem.com/tid/Assessing-the-predicting-validity-of-the-tobacco-marketing-receptivity-among-youth,83989,0,2.html |
| _version_ | 1819062508432916480 |
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| author | Sandra Braun Erika Nayeli Abad-Vivero Raúl Mejía Inti Inti Barrientos James Sargent James Thrasher |
| author_facet | Sandra Braun Erika Nayeli Abad-Vivero Raúl Mejía Inti Inti Barrientos James Sargent James Thrasher |
| author_sort | Sandra Braun |
| collection | DOAJ |
| description | Background
In a previous cross-sectional study, we developed a
marketing receptivity index (MRI), which had
independent, positive associations with positive smoking expectancies, smoking susceptibility
and current smoking behavior in a sample of early adolescents in Argentina. The
current study aimed to assess
the predictive validity of the MRI.
Methods
Data
come from a longitudinal, school-based survey conducted in 33 secondary schools in
Argentina. We included students who had never smoked at baseline and were
successfully followed up approximately 17 months later (n=1700). Marketing
receptivity was assessed with questions in three domains:
frequency of going to stores that sell tobacco; cued recall of brand names for
3 cigarette packages with brand name removed; and ownership of branded
merchandise. A four-level MRI was derived (low PoS marketing exposure only;
high PoS exposure or recall of 1 brand; recall of 2 or more brands; and
ownership of branded merchandise). Self-report of having tried to smoke at
follow-up (i.e., initiation) was the primary outcome assessed. Logistic models regressed
smoking initiation on the MRI, the MRI components (considered separately), and
willingness to try one of the brands shown in the cued recall task, adjusting
for sociodemographics, social influences
and sensation seeking.
Results
The 4
level MRI had independent positive associations with smoking initiation (AOR 2
vs. 1 =1.42, 95% CI=1.12-1.79; AOR 3 vs 1 =2.04, 95% CI=1.38-3.00;
AOR 4 vs. 1 =2.16, 95% CI=1.21-3.82). The
index components, analyzed separately, were associated with outcomes except for
ownership of branded merchandise. Willingness to try one of the brands shown in
the recall task was also associated with initiation (AOR=1.73,
95% CI=1.31 - 2.28).
Marketing Receptivity Index (MRI) OR
(95% CI) p AOR
(95% CI) p 1-Low PoS, 0 brands recalled 1 2-High PoS exposure or 1 brand recalled 1.12
(0.91 - 1.39) NS 1.42
(1.12 - 1.79) <0.01 3-2 or more brand recalled 1.75
(1.32 - 2.31) <0.001 2.04
(1.38 - 3.00) <0.001 4-Own branded object 1.95
(1.16 - 3.29) <0.05 2.16
(1.21 - 3.82) <0.01
[Predictors of smoking initiation among secondary s]
Conclusions
The marketing receptivity index
and its component were associated with cigarette trial, suggesting its
predictive validity and utility for future studies. Ownership of branded
merchandize may be more useful for studying smoking progression amongst those
who have already tried smoking. |
| first_indexed | 2024-12-21T14:59:54Z |
| format | Article |
| id | doaj.art-276a76da18f946e8bf40b755dfedf30c |
| institution | Directory Open Access Journal |
| issn | 1617-9625 |
| language | English |
| last_indexed | 2024-12-21T14:59:54Z |
| publishDate | 2018-03-01 |
| publisher | European Publishing |
| record_format | Article |
| series | Tobacco Induced Diseases |
| spelling | doaj.art-276a76da18f946e8bf40b755dfedf30c2022-12-21T18:59:36ZengEuropean PublishingTobacco Induced Diseases1617-96252018-03-0116110.18332/tid/8398983989Assessing the predicting validity of the tobacco marketing receptivity among youthSandra Braun0Erika Nayeli Abad-Vivero1Raúl Mejía2Inti Inti Barrientos3James Sargent4James Thrasher5University of Buenos Aires, Internal Medicine, ArgentinaNational Institute of Public Health,, Department of Tobacco Research, Center for Population Health Research, MexicoUniversidad de Buenos Aires, Internal Medicine, ArgentinaNational Institute of Public Health, Department of Tobacco Research, Center for Population Health Research, MexicoDartmouth Medical School, Department of Pediatrics, United States of AmericaUniversity of South Carolina, Department of Health Promotion, Education, and Behavior, United States of AmericaBackground In a previous cross-sectional study, we developed a marketing receptivity index (MRI), which had independent, positive associations with positive smoking expectancies, smoking susceptibility and current smoking behavior in a sample of early adolescents in Argentina. The current study aimed to assess the predictive validity of the MRI. Methods Data come from a longitudinal, school-based survey conducted in 33 secondary schools in Argentina. We included students who had never smoked at baseline and were successfully followed up approximately 17 months later (n=1700). Marketing receptivity was assessed with questions in three domains: frequency of going to stores that sell tobacco; cued recall of brand names for 3 cigarette packages with brand name removed; and ownership of branded merchandise. A four-level MRI was derived (low PoS marketing exposure only; high PoS exposure or recall of 1 brand; recall of 2 or more brands; and ownership of branded merchandise). Self-report of having tried to smoke at follow-up (i.e., initiation) was the primary outcome assessed. Logistic models regressed smoking initiation on the MRI, the MRI components (considered separately), and willingness to try one of the brands shown in the cued recall task, adjusting for sociodemographics, social influences and sensation seeking. Results The 4 level MRI had independent positive associations with smoking initiation (AOR 2 vs. 1 =1.42, 95% CI=1.12-1.79; AOR 3 vs 1 =2.04, 95% CI=1.38-3.00; AOR 4 vs. 1 =2.16, 95% CI=1.21-3.82). The index components, analyzed separately, were associated with outcomes except for ownership of branded merchandise. Willingness to try one of the brands shown in the recall task was also associated with initiation (AOR=1.73, 95% CI=1.31 - 2.28). Marketing Receptivity Index (MRI) OR (95% CI) p AOR (95% CI) p 1-Low PoS, 0 brands recalled 1 2-High PoS exposure or 1 brand recalled 1.12 (0.91 - 1.39) NS 1.42 (1.12 - 1.79) <0.01 3-2 or more brand recalled 1.75 (1.32 - 2.31) <0.001 2.04 (1.38 - 3.00) <0.001 4-Own branded object 1.95 (1.16 - 3.29) <0.05 2.16 (1.21 - 3.82) <0.01 [Predictors of smoking initiation among secondary s] Conclusions The marketing receptivity index and its component were associated with cigarette trial, suggesting its predictive validity and utility for future studies. Ownership of branded merchandize may be more useful for studying smoking progression amongst those who have already tried smoking.http://www.journalssystem.com/tid/Assessing-the-predicting-validity-of-the-tobacco-marketing-receptivity-among-youth,83989,0,2.htmlWCTOH |
| spellingShingle | Sandra Braun Erika Nayeli Abad-Vivero Raúl Mejía Inti Inti Barrientos James Sargent James Thrasher Assessing the predicting validity of the tobacco marketing receptivity among youth Tobacco Induced Diseases WCTOH |
| title | Assessing the predicting validity of the tobacco marketing receptivity among youth |
| title_full | Assessing the predicting validity of the tobacco marketing receptivity among youth |
| title_fullStr | Assessing the predicting validity of the tobacco marketing receptivity among youth |
| title_full_unstemmed | Assessing the predicting validity of the tobacco marketing receptivity among youth |
| title_short | Assessing the predicting validity of the tobacco marketing receptivity among youth |
| title_sort | assessing the predicting validity of the tobacco marketing receptivity among youth |
| topic | WCTOH |
| url | http://www.journalssystem.com/tid/Assessing-the-predicting-validity-of-the-tobacco-marketing-receptivity-among-youth,83989,0,2.html |
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