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- Title
Social Branding to Decrease Smoking Among Young Adults in Bars.
- Authors
Ling, Pamela M.; Youn Ok Lee; Hong, Juliette; Neilands, Torsten B.; Jordan, Jeffrey W.; Glantz, Stanton A.
- Abstract
Objectives. We evaluated a Social Branding antitobacco intervention for "hipster" young adults that was implemented between 2008 and 2011 in San Diego, California. Methods. We conducted repeated cross-sectional surveys of random samples of young adults going to bars at baseline and over a 3-year follow-up. We used multinomial logistic regression to evaluate changes in daily smoking, nondaily smoking, and binge drinking, controlling for demographic characteristics, alcohol use, advertising receptivity, trend sensitivity, and tobacco-related attitudes. Results. During the intervention, current (past 30 day) smoking decreased from 57% (baseline) to 48% (at follow-up 3; P = .002), and daily smoking decreased from 22% to 15% (P < .001). There were significant interactions between hipster affiliation and alcohol use on smoking. Among hipster binge drinkers, the odds of daily smoking (odds ratio [OR] = 0.44; 95% confidence interval [CI] = 0.30, 0.63) and nondaily smoking (OR = 0.57; 95% CI = 0.42, 0.77) decreased significantly at follow-up 3. Binge drinking also decreased significantly at follow-up 3 (OR = 0.64; 95% CI = 0.53, 0.78). Conclusions. Social Branding campaigns are a promising strategy to decrease smoking in young adult bar patrons.
- Subjects
CALIFORNIA; SMOKING prevention; BEHAVIOR modification; CHI-squared test; CONFIDENCE intervals; STATISTICAL correlation; ALCOHOL drinking; EPIDEMIOLOGY; FOCUS groups; HEALTH promotion; INTERVIEWING; MARKETING; PHOTOGRAPHY; QUESTIONNAIRES; RESEARCH funding; RESTAURANTS; STATISTICAL sampling; QUALITATIVE research; LOGISTIC regression analysis; DATA analysis; SOCIAL attitudes; SOCIAL media; CROSS-sectional method; DATA analysis software; DESCRIPTIVE statistics
- Publication
American Journal of Public Health, 2014, Vol 104, Issue 4, p751
- ISSN
0090-0036
- Publication type
Article
- DOI
10.2105/AJPH.2013.301666