Pre-adolescent Receptivity to Tobacco Marketing and Its Relationship to Acquiring Friends Who Smoke and Cigarette Smokin
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ORIGINAL ARTICLE
Pre-adolescent Receptivity to Tobacco Marketing and Its Relationship to Acquiring Friends Who Smoke and Cigarette Smoking Initiation David R. Strong, PhD 1,2 & Karen Messer, PhD 1,2 & Sheri J. Hartman, PhD 1,2 & Jesse Nodora, DrPH 1,2 & Lisa Vera 1 & Martha M. White, MS 1 & Eric Leas, PhD 1,2 & Nikolas Pharris-Ciurej, PhD 3 & Nicolette Borek, PhD 3 & John P. Pierce, PhD 1,2
# The Society of Behavioral Medicine 2017
Abstract Background This study extends research on receptivity to tobacco marketing over a key developmental period for cigarette smoking experimentation. Purpose The purpose of this study was to understand the effect of receptivity to tobacco marketing and exposure to friends who smoke on smoking experimentation. Methods Participants were 10 to 13 years old who had never tried cigarettes (n = 878), interviewed six times at 8-month intervals. Results At baseline, 25% percent of the 10 and 11 years old in the sample of never smokers were receptive to tobacco marketing, while less than 5% had friends who smoked. Having a friend who smoked at study baseline and acquiring such friends for the first time during the study were the strongest predictors of smoking experimentation. Initial receptivity to tobacco marketing increased the risk of smoking experimentation independently of having friends who smoke at baseline or acquiring friends who smoke throughout the study period. Conclusions The high level of receptivity observed even among 10 and 11 years old and its robust relationship with cigarette smoking experimentation independent of the
* David R. Strong [email protected]
1
Cancer Prevention Program, Moores Cancer Center, University of California, San Diego, 3855 Health Sciences Drive MC0901, La Jolla, San Diego, CA 92093-0901, USA
2
Department of Family Medicine and Public Health, University of California, San Diego, La Jolla, San Diego, CA, USA
3
Center for Tobacco Products, US Food and Drug Administration, Silver Spring, MD, USA
significant risk associated with having friends who smoke suggests that successful prevention of receptivity may require intervention at an early age. Keywords Receptivity to tobacco marketing . Tobacco advertising . Smoking experimentation . Parenting . Depression
Introduction Receptivity to tobacco marketing and exposure to friends who smoke cigarettes are considered two of the strongest predictors of smoking experimentation in adolescents [1–2]. Yet, the relative impact of marketing versus friendship on smoking uptake is unknown, as few longitudinal studies have included enough measures over time to isolate the developmental influences of each variable on cigarette smoking experimentation. In this paper, we investigate the relative roles of marketing and exposure to friends who smoke during the earliest portion of the smoking experimentation process, using a sixwave national longitudinal study in the USA. The vast majority of studies of smoking experimentation in adolescence suggest that acquiring friends who smoke is commonly a precursor to adoles
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