Impact of promotions on awareness, trial, and likelihood of trial of new dissolvable tobacco

Laura Romito, M. Kim Saxton

Research output: Contribution to journalArticle

6 Scopus citations

Abstract

Purpose. To determine test market awareness and promotional effects of Camel dissolvable tobacco. Design. Cross-sectional survey. Setting. Indiana test market. Subjects. Stratified sample of Indiana adults (N = 472). Measures. Data were poststratified and weighted to account for the sampling and demographics. Analysis. Descriptive statistics and multivariate analysis. Results. The study results indicate that 31.2% of participants were aware of Camel Dissolvables, 4.5% had tried them, and 8.3% were likely to try them. Tobacco use was a significant predictor of all outcomes; dual (cigarettes and smokeless tobacco) users were more likely to be familiar with, try, and be interested in trying Camel Dissolvables than single tobacco users and nonusers (p < ..05). Male gender was a significant predictor only for likelihood of trial (p < ..05). Education was a significant predictor only of actual trial (p < ..05). Familiarity was predicted by in-store, magazine, and mail promotions. Trial was predicted by having seen magazine ads. Web site exposure predicted likelihood of trial. Of those who reported trying Camel Dissolvables (N = 37), 49% no longer used them, 43% used them some days, and 8% used them daily. Continued use was reported by 87% of dual users and 26% of single tobacco users (p < ..01). Conclusion. Smokers and male dual tobacco users appear most affected by Camel Dissolvables promotions.

Original languageEnglish (US)
Pages (from-to)251-258
Number of pages8
JournalAmerican Journal of Health Promotion
Volume28
Issue number4
DOIs
StatePublished - Mar 13 2014

Keywords

  • And likelihood of trial of Camel dissolvable tobacco; Setting: Indiana test market; Health focus: tobacco use; Target population age: adults; Target population circumstances: education
  • Dissolvable Tobacco
  • Dual Tobacco Use
  • Evaluation; Study design: cross-sectional survey; Outcome measures: reported awareness/familiarity
  • Gender
  • Geographic location
  • Prevention Research. Manuscript format: research; Research purpose: relationship testing
  • Promotion
  • Smokeless Tobacco
  • Trial

ASJC Scopus subject areas

  • Health(social science)
  • Public Health, Environmental and Occupational Health

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