The impact of e-cigarette product place in music videos on susceptibility to use e-cigarettes among young adults: An experimental investigation

Scott I Donaldson; Allison Dormanesh; Patricia Escobedo; Anuja Majmundar; Matthew Kirkpatrick; Jon-Patrick Allem

doi:10.1016/j.addbeh.2022.107307

The impact of e-cigarette product place in music videos on susceptibility to use e-cigarettes among young adults: An experimental investigation

Addict Behav. 2022 Jul:130:107307. doi: 10.1016/j.addbeh.2022.107307. Epub 2022 Mar 15.

Authors

Scott I Donaldson¹, Allison Dormanesh¹, Patricia Escobedo¹, Anuja Majmundar², Matthew Kirkpatrick³, Jon-Patrick Allem⁴

Affiliations

¹ Department of Population and Public Health Sciences, Keck School of Medicine, University of Southern California, Los Angeles, CA.
² Tobacco Control Research, Surveillance and Health Equity Science, American Cancer Society, Inc., Kennesaw, GA.
³ Department of Population and Public Health Sciences, Keck School of Medicine, University of Southern California, Los Angeles, CA; Department of Psychology, University of Southern California, Los Angeles, CA.
⁴ Department of Population and Public Health Sciences, Keck School of Medicine, University of Southern California, Los Angeles, CA. Electronic address: allem@usc.edu.

PMID: 35305325
DOI: 10.1016/j.addbeh.2022.107307

Abstract

Introduction: Product placement in music videos is a growing promotional strategy. This study examined the impact of e-cigarette product placement and imagery in music videos on susceptibility to use e-cigarettes among young adults.

Methods: A non-probability sample of young adults (18 to 24) in Southern California were recruited to participate in an experiment over Zoom. Participants were randomized into a treatment or a control group. The treatment group watched seven music videos with e-cigarette product placement and imagery. The control group watched the same seven music videos with all e-cigarette product placement and imagery digitally removed. Participants completed a questionnaire after watching the music videos. The focus of the analysis was on susceptibility to use e-cigarettes in the future among never users (n = 303).

Results: Participants in the treatment group who had never used e-cigarettes were more likely to report intentions to try e-cigarettes in the future (OR = 1.94, 95% CI [1.08, 3.54], compared to participants in the control group. Participants in the treatment group who had never used e-cigarettes were more likely to report peer influence (OR = 1.97, 95% CI [1.19, 3.32], compared to participants in the control group. While these subitems of susceptibility to use e-cigarettes were statistically significant, the relationship between the treatment group and the composite measure of susceptibility was not.

Conclusion: Exposure to e-cigarette product placement in music videos may increase young adults' intentions to try e-cigarettes in the future. Federal, state, and local tobacco control regulatory bodies should consider strategies to reduce e-cigarette product placement in music videos.

Keywords: E-cigarettes; Experimental design; Intention to try; Marketing; Music videos; Product placement; Social media; Susceptibility; Vaping; Young adults.

Publication types

Randomized Controlled Trial
Research Support, Non-U.S. Gov't

MeSH terms

Electronic Nicotine Delivery Systems*
Humans
Intention
Music*
Tobacco Products*
Tobacco Use
Young Adult