Abstract
Background: Recent studies have shown that tobacco advertising leads to the onset
of smoking among adolescents. However, much more still remains to be learned about
the impact of tobacco advertising in the later transitions, mainly from experimentation
to established smoking. In this study, we focused on the influence of tobacco advertising
and promotions on the transition from experimentation to established smoking.
Methods: Data were derived from a longitudinal survey of adolescents in California.
Adolescents who were classified as experimenters at baseline were included in the
analyses (N=965). Receptivity to tobacco advertising and promotions refers to the
development of a positive affective response to the communication (e.g., having a
favorite tobacco advertisement or being willing to use a promotional item).
Results: Approximately 32% of adolescents who were experimenters at baseline in 1993,
progressed to established smoking by follow-up in 1996. Progression was higher among
Caucasian (37.3%) than Hispanic (21.9%) or African-American (17.6%) adolescents. Adolescents
who perceived that most of their peers smoked, had poor relationships with family
members, and were exposed to smoking friends and family members were more likely to
progress to established smoking at follow-up in 1996. In addition, adolescents who
were receptive to advertising and believed that they could quit anytime were more
likely to progress to established smoking than those who did not think they could
quit anytime. Adolescents who were willing to use a promotional item and who believed
that they could quit anytime had the highest rate of progression to established smoking
(52%).
Conclusions: This study provides evidence that receptivity to tobacco advertising
and promotions is an important factor in progressing from experimentation to established
smoking among adolescents. Because perceived ability to quit made adolescents more
likely to progress, counter-tobacco marketing campaigns should incorporate messages
about addiction and difficulties associated with quitting.
Keywords
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© 2002 American Journal of Preventive Medicine. Published by Elsevier Inc. All rights reserved.
