Freedom from Chew: Using Social Branding to Reduce Chewing Tobacco Use among Country Peer Crowd Teens

Autor/inn/en	Wagner, Dana E.; Fernandez, Priscilla; Jordan, Jeffrey W.; Saggese, Daniel J.
Titel	Freedom from Chew: Using Social Branding to Reduce Chewing Tobacco Use among Country Peer Crowd Teens
Quelle	In: Health Education & Behavior, 46 (2019) 2, S.286-294 (9 Seiten) PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Wagner, Dana E.) ORCID (Saggese, Daniel J.)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1090-1981
DOI	10.1177/1090198118806966
Schlagwörter	Peer Influence; Adolescents; Social Influences; Smoking; Substance Abuse; Attitude Change; Social Media; Advertising; Intervention; Popular Culture; Social Attitudes; Drug Education; Program Effectiveness; Health Promotion; Health Behavior; Rural Areas; Suburbs; Virginia + Suchen Sie Ihr Suchwort? Adolescent; Adolescence; Adoleszenz; Jugend; Jugendalter; Jugendlicher; Sozialer Einfluss; Rauchen; Drug use; Drug consomption; Drogenkonsum; Attitudinal change; Einstellungsänderung; Soziale Medien; Werbung; Popkultur; Social attidude; Soziale Einstellung; Drogenarbeit; Gesundheitsfürsorge; Gesundheitshilfe; Reihenuntersuchung; Health behaviour; Gesundheitsverhalten; Rural area; Ländlicher Raum; Einzugsbereich
Abstract	Background: Peer crowds are macro-level, reputation-based subcultures with shared preferences, values, and behavior. The Country peer crowd has been the focus of tobacco industry research and marketing but has yet to be the primary focus of public health research. The current study explores the utility of "Down and Dirty," a "Social Branding" tobacco education campaign, in changing Virginia Country teens' chewing tobacco-related attitudes and behavior. The relationship between chew use and Country peer crowd identification was also explored. Method: To evaluate the campaign, a cross-sectional survey was administered online for 3 years from 2014 to 2016. Responses were collected via social media advertisements targeting 13- to 18-year-old Country youth from Virginia (total n = 1,264). Participants reported peer crowd identification, chew-related attitudes and behavior, and campaign engagement and appeal. Results: Compared with Wave 1, Waves 2 and 3 Country teens who engaged with "Down and Dirty" had greater odds of holding strong attitudes against chew. Among campaign-engaged Country teens, odds of chew use were lower at Waves 2 and 3, and lower odds were associated with liking the campaign. Related to chew prevalence, Country teens demonstrated greater odds of past 30-day chew use compared to non-Country teens, and higher Country identification was associated with greater odds of chew use. Discussion: "Down and Dirty" is a promising intervention associated with positive attitudinal and behavioral outcomes for high-risk Country teens. Additionally, this study helps document tobacco-related behavioral patterns of the Country peer crowd, a priority for ongoing tobacco education, especially around chew. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01