Attention and Recall of Point-of-sale Tobacco Marketing: A Mobile Eye-Tracking Pilot Study
<strong> Introduction: </strong>As tobacco advertising restrictions have increased, the retail ‘power wall’ behind the counter is increasingly invaluable for marketing tobacco products. <strong>Objective: </strong>The primary objectives of this pilot study were 3-fol...
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| Format: | Article |
| Language: | English |
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AIMS Press
2016-01-01
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| Series: | AIMS Public Health |
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| Online Access: | http://www.aimspress.com/aimsph/article/596/fulltext.html |
| _version_ | 1819128783377006592 |
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| author | Maansi Bansal-Travers Sarah E. Adkison Richard J. O’Connor James F. Thrasher |
| author_facet | Maansi Bansal-Travers Sarah E. Adkison Richard J. O’Connor James F. Thrasher |
| author_sort | Maansi Bansal-Travers |
| collection | DOAJ |
| description | <strong> Introduction: </strong>As tobacco advertising restrictions have increased, the retail ‘power wall’ behind the counter is increasingly invaluable for marketing tobacco products. <strong>Objective: </strong>The primary objectives of this pilot study were 3-fold: (1) evaluate the attention paid/fixations on the area behind the cash register where tobacco advertising is concentrated and tobacco products are displayed in a real-world setting, (2) evaluate the duration (dwell-time) of these fixations, and (3) evaluate the recall of advertising displayed on the tobacco power wall. <strong>Methods: </strong>Data from 13 Smokers (S) and 12 Susceptible or non-daily Smokers (SS) aged 180–30 from a mobile eye-tracking study. Mobile-eye tracking technology records the orientation (fixation) and duration (dwell-time) of visual attention. Participants were randomized to one of three purchase tasks at a convenience store: Candy bar Only (CO; N = 10), Candy bar + Specified cigarette Brand (CSB; N = 6), and Candy bar + cigarette Brand of their Choice (CBC; N = 9). A post-session survey evaluated recall of tobacco marketing. Key outcomes were fixations and dwell-time on the cigarette displays at the point-of-sale. <strong>Results: </strong>Participants spent a median time of 44 seconds during the standardized time evaluated and nearly three-quarters (72%) fixated on the power wall during their purchase, regardless of smoking status (S: 77%, SS: 67%) or purchase task (CO: 44%, CSB: 71%, CBC: 100%). In the post session survey, nearly all participants (96%) indicated they noticed a cigarette brand and 64% were able to describe a specific part of the tobacco wall or recall a promotional offer. <strong>Conclusions: </strong>Consumers are exposed to point-of-sale tobacco marketing, regardless of smoking status. FDA should consider regulations that limit exposure to point-of-sale tobacco marketing among consumers. |
| first_indexed | 2024-12-22T08:33:18Z |
| format | Article |
| id | doaj.art-9643875c6f864c5aab3e3a0b4ef2fcf5 |
| institution | Directory Open Access Journal |
| issn | 2327-8994 |
| language | English |
| last_indexed | 2024-12-22T08:33:18Z |
| publishDate | 2016-01-01 |
| publisher | AIMS Press |
| record_format | Article |
| series | AIMS Public Health |
| spelling | doaj.art-9643875c6f864c5aab3e3a0b4ef2fcf52022-12-21T18:32:26ZengAIMS PressAIMS Public Health2327-89942016-01-0131132410.3934/publichealth.2016.1.13publichealth-03-00013Attention and Recall of Point-of-sale Tobacco Marketing: A Mobile Eye-Tracking Pilot StudyMaansi Bansal-Travers0Sarah E. Adkison1Richard J. O’Connor2James F. Thrasher3. Department of Health Behavior, Roswell Park Cancer Institute, Buffalo, NY, US. Department of Health Behavior, Roswell Park Cancer Institute, Buffalo, NY, US. Department of Health Behavior, Roswell Park Cancer Institute, Buffalo, NY, US. Department of Health Promotion, Education & Behavior, Arnold School of Public Health, University of South Carolina, Columbia, SC, US<strong> Introduction: </strong>As tobacco advertising restrictions have increased, the retail ‘power wall’ behind the counter is increasingly invaluable for marketing tobacco products. <strong>Objective: </strong>The primary objectives of this pilot study were 3-fold: (1) evaluate the attention paid/fixations on the area behind the cash register where tobacco advertising is concentrated and tobacco products are displayed in a real-world setting, (2) evaluate the duration (dwell-time) of these fixations, and (3) evaluate the recall of advertising displayed on the tobacco power wall. <strong>Methods: </strong>Data from 13 Smokers (S) and 12 Susceptible or non-daily Smokers (SS) aged 180–30 from a mobile eye-tracking study. Mobile-eye tracking technology records the orientation (fixation) and duration (dwell-time) of visual attention. Participants were randomized to one of three purchase tasks at a convenience store: Candy bar Only (CO; N = 10), Candy bar + Specified cigarette Brand (CSB; N = 6), and Candy bar + cigarette Brand of their Choice (CBC; N = 9). A post-session survey evaluated recall of tobacco marketing. Key outcomes were fixations and dwell-time on the cigarette displays at the point-of-sale. <strong>Results: </strong>Participants spent a median time of 44 seconds during the standardized time evaluated and nearly three-quarters (72%) fixated on the power wall during their purchase, regardless of smoking status (S: 77%, SS: 67%) or purchase task (CO: 44%, CSB: 71%, CBC: 100%). In the post session survey, nearly all participants (96%) indicated they noticed a cigarette brand and 64% were able to describe a specific part of the tobacco wall or recall a promotional offer. <strong>Conclusions: </strong>Consumers are exposed to point-of-sale tobacco marketing, regardless of smoking status. FDA should consider regulations that limit exposure to point-of-sale tobacco marketing among consumers.http://www.aimspress.com/aimsph/article/596/fulltext.htmlmobile-eye trackingtobacco advertisingsmokingpoint-of sale |
| spellingShingle | Maansi Bansal-Travers Sarah E. Adkison Richard J. O’Connor James F. Thrasher Attention and Recall of Point-of-sale Tobacco Marketing: A Mobile Eye-Tracking Pilot Study AIMS Public Health mobile-eye tracking tobacco advertising smoking point-of sale |
| title | Attention and Recall of Point-of-sale Tobacco Marketing: A Mobile Eye-Tracking Pilot Study |
| title_full | Attention and Recall of Point-of-sale Tobacco Marketing: A Mobile Eye-Tracking Pilot Study |
| title_fullStr | Attention and Recall of Point-of-sale Tobacco Marketing: A Mobile Eye-Tracking Pilot Study |
| title_full_unstemmed | Attention and Recall of Point-of-sale Tobacco Marketing: A Mobile Eye-Tracking Pilot Study |
| title_short | Attention and Recall of Point-of-sale Tobacco Marketing: A Mobile Eye-Tracking Pilot Study |
| title_sort | attention and recall of point of sale tobacco marketing a mobile eye tracking pilot study |
| topic | mobile-eye tracking tobacco advertising smoking point-of sale |
| url | http://www.aimspress.com/aimsph/article/596/fulltext.html |
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