Investigating how marketing terms affect perceptions of Natural American Spirit cigarettes
Project 4: Examining product descriptors in Natural American Spirit Cigarette marketing
This study looks at how words like 'natural' and 'additive-free' on Natural American Spirit cigarette packs affect what young adults think about smoking, helping us understand if these labels change their views on the risks of smoking.
Quick facts
| Grant type | NIH-funded research |
|---|---|
| Study type | NIH-funded research |
| Funding institution | University of Pennsylvania NIH-funded |
| Lab location | 1 site (Philadelphia, United States) |
| Project ID | NIH-10478096 on NIH RePORTER |
What this research studies
This research examines how terms like 'natural' and 'additive-free' in the marketing of Natural American Spirit cigarettes influence consumer perceptions, particularly among young adults aged 18-24. Through twelve focus groups involving both smokers and nonsmokers, the study aims to gather insights on how these descriptors impact beliefs about the risks associated with smoking these products. The methodology includes discussions and assessments of print advertisements to evaluate their effects on risk perception and smoking intentions.
Who could benefit from this research
Good fit: Ideal candidates for participation are young adults aged 18-24 who smoke or are considering smoking.
Not a fit: Patients who are not within the young adult age range or who do not engage with tobacco products may not benefit from this research.
Why it matters
Potential benefit: If successful, this research could lead to better regulations on cigarette marketing, ultimately reducing smoking rates and improving public health.
How similar studies have performed: Previous research has shown that misleading marketing terms can significantly affect consumer behavior, indicating that this approach has potential for impactful findings.
Where this research is happening
Philadelphia, United States
- University of Pennsylvania — Philadelphia, United States (Active)
Researchers
- Principal investigator: Wackowski, Olivia — University of Pennsylvania
- Study coordinator: Wackowski, Olivia
About this research
- This is an active NIH-funded research project — typically early-stage science, not a clinical trial accepting patient enrollment.
- Some NIH-funded labs run parallel clinical studies or seek volunteers for related work. To check, contact the principal investigator or institution listed above.
- For full project details, budget, and progress reports, visit the official NIH RePORTER page below.