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J Am Coll Health. 2018 Nov-Dec;66(8):790-798. doi: 10.1080/07448481.2018.1454925. Epub 2018 May 22.

Exposure to tobacco and nicotine product advertising: Associations with perceived prevalence of use among college students.

Author information

1
a Department of Kinesiology and Health Education , The University of Texas , Austin , Texas , USA.

Abstract

OBJECTIVE:

The purpose of this study was to examine the relationship between exposure to tobacco marketing and perceptions of peer tobacco use among college students.

PARTICIPANTS:

Participants were 5,767 undergraduate students from 19 colleges/universities in the State of Texas.

METHODS:

Students completed an online survey, in the spring of 2016, that assessed past 30 day exposure to e-cigarette, cigar, smokeless tobacco, and traditional cigarette advertising across multiple marketing channels, past 30 day use of each product, and perceived prevalence of peer use. Multi-level linear regression models were run to examine the associations between exposure to tobacco advertising and perceptions of peer tobacco use controlling for age, gender, race/ethnicity, use and school.

RESULTS:

Greater exposure to advertising was associated with greater perceived prevalence of peer use.

CONCLUSIONS:

Given the normative effects of advertising on perceived peer tobacco use, college tobacco initiatives should include descriptive norms education to counteract inaccurate perceptions.

KEYWORDS:

Alternative tobacco; E-cigarette marketing; cigarette marketing; descriptive norms; social norms; tobacco marketing

PMID:
29565753
DOI:
10.1080/07448481.2018.1454925
[Indexed for MEDLINE]

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