Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland
ObjectiveTo examine consumer perceptions, attitudes and behaviours regarding the heated tobacco product, IQOS, as well as to document the product’s marketing strategies to determine its potential for appealing to youth and young adults.MethodTruth Initiative, in collaboration with Flamingo, collecte...
Gespeichert in:
Veröffentlicht in: | Tobacco control 2018-11, Vol.27 (Suppl 1), p.s70-s73 |
---|---|
Hauptverfasser: | , , , , , , , |
Format: | Artikel |
Sprache: | eng |
Schlagworte: | |
Online-Zugang: | Volltext |
Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
container_end_page | s73 |
---|---|
container_issue | Suppl 1 |
container_start_page | s70 |
container_title | Tobacco control |
container_volume | 27 |
creator | Hair, Elizabeth C Bennett, Morgane Sheen, Emily Cantrell, Jennifer Briggs, Jodie Fenn, Zoe Willett, Jeffrey G Vallone, Donna |
description | ObjectiveTo examine consumer perceptions, attitudes and behaviours regarding the heated tobacco product, IQOS, as well as to document the product’s marketing strategies to determine its potential for appealing to youth and young adults.MethodTruth Initiative, in collaboration with Flamingo, collected qualitative data via: (1) expert interviews, (2) semiotic analysis of IQOS packing and marketing materials, and (3) 12 focus groups with adults in Switzerland (ages 19–44 years; June 6–9, 2016) and Japan (ages 20–39 years; June 22–24, 2016) (n=68 for both groups).ResultsExpert interviews and IQOS packing and marketing analyses revealed the product is being marketed as a clean, chic and pure product, which resonated very well in Japan given the strong cultural values of order, cleanliness, quality and respect for others. Focus groups results indicated Japanese IQOS users used the product for socialising with non-smokers. Focus group participants in both Japan and Switzerland reported lower levels of satisfaction with the product relative to combustible cigarettes, although many found the product packaging to be appealing. While participants identified several benefits and barriers related to IQOS, few reported any potential health benefits of use compared with combustible tobacco products.ConclusionIQOS was marketed as a sophisticated, high tech and aspirational product. Because youth and young adults are more interested in such product positioning, this approach raises some concern about youth appeal. This research shows cultural factors appeared to affect the appeal of this messaging, indicating that prevalence and uptake data will likely not be similar from country to country. |
doi_str_mv | 10.1136/tobaccocontrol-2018-054322 |
format | Article |
fullrecord | <record><control><sourceid>proquest_pubme</sourceid><recordid>TN_cdi_pubmedcentral_primary_oai_pubmedcentral_nih_gov_6252486</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>2039901057</sourcerecordid><originalsourceid>FETCH-LOGICAL-b566t-29e6d008921ae224ff59601438db1c53fa8f1b72e87f9d97bcc6eb0db4afeacc3</originalsourceid><addsrcrecordid>eNqVkU1vFSEYhYnR2Gv1LxiiGzejfAwMdGHSNFVrmjSmuibAvNNyMzOMwPj16-XmXhvrzhUknPe85_Ag9IKS15Ry-aZEZ72PPs4lxbFhhKqGiJYz9gBtaCtVwzlVD9GGaNk2rZD8CD3JeUsI5Z2gj9ER051steg2yJ3_sFOYw3yDF0gelhLinLF1cS344tPVNb4FW6DHh6V4SbFffTnBdX1eJ0g4l7UPkHGY8Ue72BnbucfX30P5BWms96fo0WDHDM8O5zH68u7889mH5vLq_cXZ6WXjhJSlYRpkT4jSjFpgrB0GoSWhLVe9o17wwaqBuo6B6gbd6855L8GR3rV2gBqNH6O3e99ldRP0Hur32NEsKUw2_TTRBnP_ZQ635iZ-M5IJ1ipZDV4dDFL8ukIuZgrZw1hLQFyzYYRrTSgRXZW-_Ee6jWuaaz3DKKuZlRI7w5O9yqeYc4LhLgwlZofS3EdpdijNHmUdfv53nbvRP-yqQOwFbtr-j_Fvn-Ozow</addsrcrecordid><sourcetype>Open Access Repository</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2124388856</pqid></control><display><type>article</type><title>Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland</title><source>JSTOR Archive Collection A-Z Listing</source><creator>Hair, Elizabeth C ; Bennett, Morgane ; Sheen, Emily ; Cantrell, Jennifer ; Briggs, Jodie ; Fenn, Zoe ; Willett, Jeffrey G ; Vallone, Donna</creator><creatorcontrib>Hair, Elizabeth C ; Bennett, Morgane ; Sheen, Emily ; Cantrell, Jennifer ; Briggs, Jodie ; Fenn, Zoe ; Willett, Jeffrey G ; Vallone, Donna</creatorcontrib><description>ObjectiveTo examine consumer perceptions, attitudes and behaviours regarding the heated tobacco product, IQOS, as well as to document the product’s marketing strategies to determine its potential for appealing to youth and young adults.MethodTruth Initiative, in collaboration with Flamingo, collected qualitative data via: (1) expert interviews, (2) semiotic analysis of IQOS packing and marketing materials, and (3) 12 focus groups with adults in Switzerland (ages 19–44 years; June 6–9, 2016) and Japan (ages 20–39 years; June 22–24, 2016) (n=68 for both groups).ResultsExpert interviews and IQOS packing and marketing analyses revealed the product is being marketed as a clean, chic and pure product, which resonated very well in Japan given the strong cultural values of order, cleanliness, quality and respect for others. Focus groups results indicated Japanese IQOS users used the product for socialising with non-smokers. Focus group participants in both Japan and Switzerland reported lower levels of satisfaction with the product relative to combustible cigarettes, although many found the product packaging to be appealing. While participants identified several benefits and barriers related to IQOS, few reported any potential health benefits of use compared with combustible tobacco products.ConclusionIQOS was marketed as a sophisticated, high tech and aspirational product. Because youth and young adults are more interested in such product positioning, this approach raises some concern about youth appeal. This research shows cultural factors appeared to affect the appeal of this messaging, indicating that prevalence and uptake data will likely not be similar from country to country.</description><identifier>ISSN: 0964-4563</identifier><identifier>EISSN: 1468-3318</identifier><identifier>DOI: 10.1136/tobaccocontrol-2018-054322</identifier><identifier>PMID: 29764957</identifier><language>eng</language><publisher>England: BMJ Publishing Group LTD</publisher><subject>Adults ; Cigarettes ; Committees ; Cultural values ; Culture ; Electronic cigarettes ; Experts ; Flammability ; Focus groups ; Food ; Marketing ; Nicotine ; Qualitative analysis ; Qualitative research ; Research Paper ; Semiotics ; Smoking ; Social networks ; Tobacco ; Trends ; Young adults ; Youth ; Youth culture</subject><ispartof>Tobacco control, 2018-11, Vol.27 (Suppl 1), p.s70-s73</ispartof><rights>Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2018. All rights reserved. No commercial use is permitted unless otherwise expressly granted.</rights><rights>2018 Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2018. All rights reserved. No commercial use is permitted unless otherwise expressly granted. This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0/ Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.</rights><rights>Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2018. All rights reserved. No commercial use is permitted unless otherwise expressly granted. 2018</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-b566t-29e6d008921ae224ff59601438db1c53fa8f1b72e87f9d97bcc6eb0db4afeacc3</citedby><cites>FETCH-LOGICAL-b566t-29e6d008921ae224ff59601438db1c53fa8f1b72e87f9d97bcc6eb0db4afeacc3</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>230,314,780,784,885,27922,27923</link.rule.ids><backlink>$$Uhttps://www.ncbi.nlm.nih.gov/pubmed/29764957$$D View this record in MEDLINE/PubMed$$Hfree_for_read</backlink></links><search><creatorcontrib>Hair, Elizabeth C</creatorcontrib><creatorcontrib>Bennett, Morgane</creatorcontrib><creatorcontrib>Sheen, Emily</creatorcontrib><creatorcontrib>Cantrell, Jennifer</creatorcontrib><creatorcontrib>Briggs, Jodie</creatorcontrib><creatorcontrib>Fenn, Zoe</creatorcontrib><creatorcontrib>Willett, Jeffrey G</creatorcontrib><creatorcontrib>Vallone, Donna</creatorcontrib><title>Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland</title><title>Tobacco control</title><addtitle>Tob Control</addtitle><description>ObjectiveTo examine consumer perceptions, attitudes and behaviours regarding the heated tobacco product, IQOS, as well as to document the product’s marketing strategies to determine its potential for appealing to youth and young adults.MethodTruth Initiative, in collaboration with Flamingo, collected qualitative data via: (1) expert interviews, (2) semiotic analysis of IQOS packing and marketing materials, and (3) 12 focus groups with adults in Switzerland (ages 19–44 years; June 6–9, 2016) and Japan (ages 20–39 years; June 22–24, 2016) (n=68 for both groups).ResultsExpert interviews and IQOS packing and marketing analyses revealed the product is being marketed as a clean, chic and pure product, which resonated very well in Japan given the strong cultural values of order, cleanliness, quality and respect for others. Focus groups results indicated Japanese IQOS users used the product for socialising with non-smokers. Focus group participants in both Japan and Switzerland reported lower levels of satisfaction with the product relative to combustible cigarettes, although many found the product packaging to be appealing. While participants identified several benefits and barriers related to IQOS, few reported any potential health benefits of use compared with combustible tobacco products.ConclusionIQOS was marketed as a sophisticated, high tech and aspirational product. Because youth and young adults are more interested in such product positioning, this approach raises some concern about youth appeal. This research shows cultural factors appeared to affect the appeal of this messaging, indicating that prevalence and uptake data will likely not be similar from country to country.</description><subject>Adults</subject><subject>Cigarettes</subject><subject>Committees</subject><subject>Cultural values</subject><subject>Culture</subject><subject>Electronic cigarettes</subject><subject>Experts</subject><subject>Flammability</subject><subject>Focus groups</subject><subject>Food</subject><subject>Marketing</subject><subject>Nicotine</subject><subject>Qualitative analysis</subject><subject>Qualitative research</subject><subject>Research Paper</subject><subject>Semiotics</subject><subject>Smoking</subject><subject>Social networks</subject><subject>Tobacco</subject><subject>Trends</subject><subject>Young adults</subject><subject>Youth</subject><subject>Youth culture</subject><issn>0964-4563</issn><issn>1468-3318</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2018</creationdate><recordtype>article</recordtype><sourceid>9YT</sourceid><sourceid>ACMMV</sourceid><sourceid>ABUWG</sourceid><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><recordid>eNqVkU1vFSEYhYnR2Gv1LxiiGzejfAwMdGHSNFVrmjSmuibAvNNyMzOMwPj16-XmXhvrzhUknPe85_Ag9IKS15Ry-aZEZ72PPs4lxbFhhKqGiJYz9gBtaCtVwzlVD9GGaNk2rZD8CD3JeUsI5Z2gj9ER051steg2yJ3_sFOYw3yDF0gelhLinLF1cS344tPVNb4FW6DHh6V4SbFffTnBdX1eJ0g4l7UPkHGY8Ue72BnbucfX30P5BWms96fo0WDHDM8O5zH68u7889mH5vLq_cXZ6WXjhJSlYRpkT4jSjFpgrB0GoSWhLVe9o17wwaqBuo6B6gbd6855L8GR3rV2gBqNH6O3e99ldRP0Hur32NEsKUw2_TTRBnP_ZQ635iZ-M5IJ1ipZDV4dDFL8ukIuZgrZw1hLQFyzYYRrTSgRXZW-_Ee6jWuaaz3DKKuZlRI7w5O9yqeYc4LhLgwlZofS3EdpdijNHmUdfv53nbvRP-yqQOwFbtr-j_Fvn-Ozow</recordid><startdate>20181101</startdate><enddate>20181101</enddate><creator>Hair, Elizabeth C</creator><creator>Bennett, Morgane</creator><creator>Sheen, Emily</creator><creator>Cantrell, Jennifer</creator><creator>Briggs, Jodie</creator><creator>Fenn, Zoe</creator><creator>Willett, Jeffrey G</creator><creator>Vallone, Donna</creator><general>BMJ Publishing Group LTD</general><general>BMJ Publishing Group</general><scope>9YT</scope><scope>ACMMV</scope><scope>NPM</scope><scope>AAYXX</scope><scope>CITATION</scope><scope>3V.</scope><scope>7WY</scope><scope>7X2</scope><scope>7X7</scope><scope>7XB</scope><scope>883</scope><scope>88E</scope><scope>8FE</scope><scope>8FH</scope><scope>8FI</scope><scope>8FJ</scope><scope>8FK</scope><scope>8FL</scope><scope>ABUWG</scope><scope>AEUYN</scope><scope>AFKRA</scope><scope>ATCPS</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>BHPHI</scope><scope>BTHHO</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FRNLG</scope><scope>FYUFA</scope><scope>GHDGH</scope><scope>HCIFZ</scope><scope>K60</scope><scope>K6~</scope><scope>K9-</scope><scope>K9.</scope><scope>M0F</scope><scope>M0K</scope><scope>M0R</scope><scope>M0S</scope><scope>M1P</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>Q9U</scope><scope>7X8</scope><scope>5PM</scope></search><sort><creationdate>20181101</creationdate><title>Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland</title><author>Hair, Elizabeth C ; Bennett, Morgane ; Sheen, Emily ; Cantrell, Jennifer ; Briggs, Jodie ; Fenn, Zoe ; Willett, Jeffrey G ; Vallone, Donna</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-b566t-29e6d008921ae224ff59601438db1c53fa8f1b72e87f9d97bcc6eb0db4afeacc3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2018</creationdate><topic>Adults</topic><topic>Cigarettes</topic><topic>Committees</topic><topic>Cultural values</topic><topic>Culture</topic><topic>Electronic cigarettes</topic><topic>Experts</topic><topic>Flammability</topic><topic>Focus groups</topic><topic>Food</topic><topic>Marketing</topic><topic>Nicotine</topic><topic>Qualitative analysis</topic><topic>Qualitative research</topic><topic>Research Paper</topic><topic>Semiotics</topic><topic>Smoking</topic><topic>Social networks</topic><topic>Tobacco</topic><topic>Trends</topic><topic>Young adults</topic><topic>Youth</topic><topic>Youth culture</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Hair, Elizabeth C</creatorcontrib><creatorcontrib>Bennett, Morgane</creatorcontrib><creatorcontrib>Sheen, Emily</creatorcontrib><creatorcontrib>Cantrell, Jennifer</creatorcontrib><creatorcontrib>Briggs, Jodie</creatorcontrib><creatorcontrib>Fenn, Zoe</creatorcontrib><creatorcontrib>Willett, Jeffrey G</creatorcontrib><creatorcontrib>Vallone, Donna</creatorcontrib><collection>BMJ Open Access Journals</collection><collection>BMJ Journals:Open Access</collection><collection>PubMed</collection><collection>CrossRef</collection><collection>ProQuest Central (Corporate)</collection><collection>ABI/INFORM Collection</collection><collection>Agricultural Science Collection</collection><collection>Health & Medical Collection</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Trade & Industry (Alumni Edition)</collection><collection>Medical Database (Alumni Edition)</collection><collection>ProQuest SciTech Collection</collection><collection>ProQuest Natural Science Collection</collection><collection>Hospital Premium Collection</collection><collection>Hospital Premium Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest One Sustainability</collection><collection>ProQuest Central UK/Ireland</collection><collection>Agricultural & Environmental Science Collection</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>Natural Science Collection (ProQuest)</collection><collection>BMJ Journals</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>Business Premium Collection (Alumni)</collection><collection>Health Research Premium Collection</collection><collection>Health Research Premium Collection (Alumni)</collection><collection>SciTech Premium Collection</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>Consumer Health Database (Alumni Edition)</collection><collection>ProQuest Health & Medical Complete (Alumni)</collection><collection>ABI/INFORM Trade & Industry</collection><collection>Agricultural Science Database</collection><collection>Consumer Health Database</collection><collection>Health & Medical Collection (Alumni Edition)</collection><collection>Medical Database</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central Basic</collection><collection>MEDLINE - Academic</collection><collection>PubMed Central (Full Participant titles)</collection><jtitle>Tobacco control</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Hair, Elizabeth C</au><au>Bennett, Morgane</au><au>Sheen, Emily</au><au>Cantrell, Jennifer</au><au>Briggs, Jodie</au><au>Fenn, Zoe</au><au>Willett, Jeffrey G</au><au>Vallone, Donna</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland</atitle><jtitle>Tobacco control</jtitle><addtitle>Tob Control</addtitle><date>2018-11-01</date><risdate>2018</risdate><volume>27</volume><issue>Suppl 1</issue><spage>s70</spage><epage>s73</epage><pages>s70-s73</pages><issn>0964-4563</issn><eissn>1468-3318</eissn><abstract>ObjectiveTo examine consumer perceptions, attitudes and behaviours regarding the heated tobacco product, IQOS, as well as to document the product’s marketing strategies to determine its potential for appealing to youth and young adults.MethodTruth Initiative, in collaboration with Flamingo, collected qualitative data via: (1) expert interviews, (2) semiotic analysis of IQOS packing and marketing materials, and (3) 12 focus groups with adults in Switzerland (ages 19–44 years; June 6–9, 2016) and Japan (ages 20–39 years; June 22–24, 2016) (n=68 for both groups).ResultsExpert interviews and IQOS packing and marketing analyses revealed the product is being marketed as a clean, chic and pure product, which resonated very well in Japan given the strong cultural values of order, cleanliness, quality and respect for others. Focus groups results indicated Japanese IQOS users used the product for socialising with non-smokers. Focus group participants in both Japan and Switzerland reported lower levels of satisfaction with the product relative to combustible cigarettes, although many found the product packaging to be appealing. While participants identified several benefits and barriers related to IQOS, few reported any potential health benefits of use compared with combustible tobacco products.ConclusionIQOS was marketed as a sophisticated, high tech and aspirational product. Because youth and young adults are more interested in such product positioning, this approach raises some concern about youth appeal. This research shows cultural factors appeared to affect the appeal of this messaging, indicating that prevalence and uptake data will likely not be similar from country to country.</abstract><cop>England</cop><pub>BMJ Publishing Group LTD</pub><pmid>29764957</pmid><doi>10.1136/tobaccocontrol-2018-054322</doi><oa>free_for_read</oa></addata></record> |
fulltext | fulltext |
identifier | ISSN: 0964-4563 |
ispartof | Tobacco control, 2018-11, Vol.27 (Suppl 1), p.s70-s73 |
issn | 0964-4563 1468-3318 |
language | eng |
recordid | cdi_pubmedcentral_primary_oai_pubmedcentral_nih_gov_6252486 |
source | JSTOR Archive Collection A-Z Listing |
subjects | Adults Cigarettes Committees Cultural values Culture Electronic cigarettes Experts Flammability Focus groups Food Marketing Nicotine Qualitative analysis Qualitative research Research Paper Semiotics Smoking Social networks Tobacco Trends Young adults Youth Youth culture |
title | Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland |
url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-09T13%3A04%3A30IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest_pubme&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Examining%20perceptions%20about%20IQOS%20heated%20tobacco%20product:%20consumer%20studies%20in%20Japan%20and%20Switzerland&rft.jtitle=Tobacco%20control&rft.au=Hair,%20Elizabeth%20C&rft.date=2018-11-01&rft.volume=27&rft.issue=Suppl%201&rft.spage=s70&rft.epage=s73&rft.pages=s70-s73&rft.issn=0964-4563&rft.eissn=1468-3318&rft_id=info:doi/10.1136/tobaccocontrol-2018-054322&rft_dat=%3Cproquest_pubme%3E2039901057%3C/proquest_pubme%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=2124388856&rft_id=info:pmid/29764957&rfr_iscdi=true |