Product Appeal in Tobacco Regulatory Science · PDF fileProduct Appeal • Advertising /...
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Product Appeal in Tobacco Regulatory Science TMA Annual Meeting and Industry Conference May 24, 2011 R. J. Reynolds Tobacco Company
Transcript of Product Appeal in Tobacco Regulatory Science · PDF fileProduct Appeal • Advertising /...
Product Appeal in Tobacco
Regulatory Science
TMA Annual Meeting and Industry Conference
May 24, 2011
R. J. Reynolds Tobacco Company
BackgroundBackground
• Public health community advocates that regulatory
science include “attractiveness” or product appeal
studies to inform regulatory decisions
− Establishment of tobacco product standards
− Evaluating new tobacco products
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Background (cont’d)Background (cont’d)
“Use of tobacco products is driven by their appeal or attractiveness to potential consumers and sustained by their pharmacological addiction or dependence potential.”*
“ … tobacco products should be tested for AL and product appeal, and the results integrated and evaluated so as to more and the results integrated and evaluated so as to more accurately predict risk of initiation, dependence, and persistence of use.”
*(Henningfield, J.E., Hatsuami; D.K., Zeller, M., Reters, E., 2010. Conference on abuse liability and appeal of tobacco products: Conclusions and recommendations)
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Cultural Variables: “Permissions
Product Appeal
• Advertising / promotions
• Image / associations
Product Appeal
• Advertising / promotions
• Image / associations
Product Appeal + Experience
• Abstract appeal• Sensory experience
(physical response,
Product Appeal + Experience
• Abstract appeal• Sensory experience
(physical response,
Product Appeal + Experience
+ Abuse Liability
• Abstract appeal
Product Appeal + Experience
+ Abuse Liability
• Abstract appeal
Cultural Variables: “Permissions and Prohibitions”
Theoretical Theoretical ConstructConstruct
Category Experience
Cultural Variables: “Permissions andProhibitions”
associations• Claims / warnings• Perceived risks /
benefits• Cost
associations• Claims / warnings• Perceived risks /
benefits• Cost
(physical response, taste, smell, etc.)
• Social relationships and networks
(physical response, taste, smell, etc.)
• Social relationships and networks
• Abstract appeal• Sensory
experience• Social
relationships
• Abstract appeal• Sensory
experience• Social
relationships
Trial Repeat Use Sustained Use
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“Product Appeal”: Attraction to a product prior to first-hand experience, based on what consumers see, hear and believe• What does this product offer?
• How likely am I to enjoy/value it?
“Product Appeal”: Attraction to a product prior to first-hand experience, based on what consumers see, hear and believe• What does this product offer?
• How likely am I to enjoy/value it?
Key TerminologyKey Terminology
TTrialrial
“Product Appeal”: Attraction to a product after first hand experience, based on what consumers feel –sensory and social• How much do I enjoy using the product?
• How do I feel about myself when I use it?
• How do others feel about me when I use it?
“Product Appeal”: Attraction to a product after first hand experience, based on what consumers feel –sensory and social• How much do I enjoy using the product?
• How do I feel about myself when I use it?
• How do others feel about me when I use it?
UsageUsage
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Behavioral Risk Research ConsiderationsBehavioral Risk Research Considerations
• Behavioral risk research frameworks should contemplate
the following:
− Appeal is a relative and fluid concept; defined by the user
and the marketplace.
− The potential for risk behaviors is driven by what
consumer do vs. what consumers say.consumer do vs. what consumers say.
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Cultural Cultural Variables: “Permissions and Prohibitions”: “Permissions and Prohibitions”
Product AppealProduct Appeal Product Appeal + Experience
Product Appeal + Experience
Product Appeal + Experience
+ Abuse Liability
Product Appeal + Experience
+ Abuse Liability
Opportunities for ResearchOpportunities for Research
Category Experience
+ Experience+ Experience+ Abuse Liability+ Abuse Liability
Trial Repeat Use Sustained Use
Pre-Market Research:
• Comprehension of marketing materials
• Projected trial (metric of “appeal”)
Pre-Market Research:
• Comprehension of marketing materials
• Projected trial (metric of “appeal”)
Post-Market Research:
• Actual trial and adoption
• Overall consumption patterns
• Prior experience in category
Post-Market Research:
• Actual trial and adoption
• Overall consumption patterns
• Prior experience in category
Population Surveillance:
• Impact on population level trends
− initiation
− cessation
− consumption
• Marketplace outcomes
Population Surveillance:
• Impact on population level trends
− initiation
− cessation
− consumption
• Marketplace outcomes
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Summary Summary
• Product appeal and any related population level behavioral risks can not be accurately evaluated independent of the marketplace
• An abstract measure of trial appeal can be obtained in a pre-market study to give a relative measure of appeal among:appeal among:
− Current tobacco users
− Former tobacco users
− Never tobacco users
• Only post-market user group analysis with population level prevalence monitoring can provide a comprehensive determination of any potential population harm
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