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Grant Details

Grant Number: 5R01CA239178-02 Interpret this number
Primary Investigator: Berg, Carla
Organization: George Washington University
Project Title: Assessing Iqos Marketing Influences and Consumer Behavior in Israel: Implications for the Us
Fiscal Year: 2020


SUMMARY/ABSTRACT The global market has increasingly included heated tobacco products (HTPs). Philip Morris International (PMI) submitted a Premarket Tobacco Application for IQOS, the global HTP leader, and is pursuing Modified Risk Tobacco Product categorization for this product. Given the impending introduction of IQOS into the US market, it is critical to leverage marketing data from other contexts to inform and advance regulatory efforts regarding IQOS. This proposal leverages a scientific premise and a conceptual framework based on a Socioecological Framework, indicating the importance of regulatory contexts and implications for marketing, and Diffusion of Innovation Theory, accounting for marketing strategies and channels, as well as impact on consumer behavior and perceptions. At the policy level, while there are several countries in which IQOS has a presence in the market, Israel is unique in that it represents 3 distinct regulatory contexts: 1) during IQOS’s initial emergence in Israel, it was not categorized as a tobacco product (Dec 2016-Apr 2017); 2) it was classified as a tobacco product in a relatively weak regulatory context (Apr 2017- 2019); and 3) it will be regulated as a tobacco product within new progressive legislation (going into effect beginning 2019). Our study team has been collecting and analyzing IQOS marketing data in Israel since 2016; thus, we are strategically positioned to compare real-world marketing strategies used by PMI in these different regulatory contexts and to examine consumer reactions to this marketing content in both Israel and the US. PMI’s IQOS website suggests targeting at least 4 consumer market segments (business & current events; art, culture & fashion; nature & hiking; innovation & technology). Thus, their marketing content and distribution channels likely reflect these groups. However, these segments may be differentially prioritized by PMI marketing and may be distinct in their likely IQOS use and perceptions. In summary, the Israeli regulatory context and our prior research offers an opportunity to advance US readiness to regulate IQOS marketing. This will be critical, given that independent research is needed, particularly using real-world marketing and borrowing from the industry’s own methods, in order to truly estimate population impact of such products and their marketing. The overall goal of this line of work is to inform tobacco regulatory efforts to minimize population harm of tobacco use. To this end, the immediate objective is to examine IQOS marketing strategies used in Israel during 3 regulatory periods and examine their impact on segments of the Israel and US population. We propose 2 inter-related specific aims: 1) examine IQOS marketing strategies in Israel from its emergence in the Israel market; and 2) examine market segments of Israeli and US adults in relation to IQOS use and/or likelihood of future use. This proposal is responsive to RFA-OD-18-002, focusing on marketing influences and behavior, and involves innovative applications of rigorous methodology. By examining PMI’s IQOS marketing strategies used in the 3 different regulatory periods in Israel and understanding the impact of these strategies on different segments of consumers and the extent to which they generalize to US consumers, findings will provide information to better estimate the potential impact of IQOS and its marketing in the US.


Vape shop and consumer activity during COVID-19 non-essential business closures in the USA.
Authors: Berg C.J. , Callanan R. , Johnson T.O. , Schliecher N.C. , Sussman S. , Wagener T.L. , Meaney M. , Henriksen L. .
Source: Tobacco control, 2021 11; 30(e1), p. e41-e44.
EPub date: 2020-10-19.
PMID: 33077506
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Tobacco legislation reform and industry response in Israel.
Authors: Bar-Zeev Y. , Berg C.J. , Kislev S. , Geva H.H. , Godinger E. , Abroms L. , Levine H. .
Source: Tobacco control, 2021 Nov; 30(e1), p. e62-e64.
EPub date: 2020-09-04.
PMID: 32887740
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IQOS Marketing in the US: The Need to Study the Impact of FDA Modified Exposure Authorization, Marketing Distribution Channels, and Potential Targeting of Consumers.
Authors: Berg C.J. , Abroms L.C. , Levine H. , Romm K.F. , Khayat A. , Wysota C.N. , Duan Z. , Bar-Zeev Y. .
Source: International journal of environmental research and public health, 2021-10-08; 18(19), .
EPub date: 2021-10-08.
PMID: 34639851
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Heated Tobacco Product Awareness, Use, and Perceptions in a Sample of Young Adults in the United States.
Authors: Berg C.J. , Romm K.F. , Patterson B. , Wysota C.N. .
Source: Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco, 2021-10-07; 23(11), p. 1967-1971.
PMID: 33822111
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Smoking and cessation-related attitudes among men who have sex with men in the country of Georgia.
Authors: Chkhartishvili N. , Berg C.J. , Abroms L.C. , Sturua L. , Chokoshvili O. , Khechiashvili G. , Tsertsvadze T. , Ma Y. , Rodriguez-Diaz C.E. , Long M.W. , et al. .
Source: AIDS care, 2021 10; 33(10), p. 1373-1377.
EPub date: 2020-08-24.
PMID: 32838543
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A synthesis of the literature to inform vaping cessation interventions for young adults.
Authors: Berg C.J. , Krishnan N. , Graham A.L. , Abroms L.C. .
Source: Addictive behaviors, 2021 08; 119, p. 106898.
EPub date: 2021-03-08.
PMID: 33894483
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Hepatitis B Testing Among Vietnamese in Metropolitan Atlanta: The Role of Healthcare-Related and Acculturation-Related Factors.
Authors: Vu M. , Huynh V.N. , Berg C.J. , Allen C.G. , Nguyen P.H. , Tran N.A. , Srivanjarean Y. , Escoffery C. .
Source: Journal of community health, 2021 08; 46(4), p. 767-776.
EPub date: 2020-11-12.
PMID: 33180219
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Young Adults' Vaping, Readiness to Quit, and Recent Quit Attempts: The Role of Co-use With Cigarettes and Marijuana.
Authors: Berg C.J. , Duan X. , Romm K. , Pulvers K. , Le D. , Ma Y. , Krishnan N. , Abroms L.C. , Getachew B. , Henriksen L. .
Source: Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco, 2021-05-24; 23(6), p. 1019-1029.
PMID: 33331889
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Psychosocial Factors, Smoke-Free Restrictions, and Media Exposure in Relation to Smoking-Related Attitudes and Behaviors among Adults in Armenia and Georgia.
Authors: Wysota C.N. , Topuridze M. , Sargsyan Z. , Dekanosidze A. , Sturua L. , Kegler M.C. , Petrosyan V. , Harutyunyan A. , Hayrumyan V. , Berg C.J. .
Source: International journal of environmental research and public health, 2021-04-11; 18(8), .
EPub date: 2021-04-11.
PMID: 33920451
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Tobacco Use at the Intersection of Sex and Sexual Identity in the U.S., 2007-2020: A Meta-Analysis.
Authors: Li J. , Berg C.J. , Weber A.A. , Vu M. , Nguyen J. , Haardörfer R. , Windle M. , Goodman M. , Escoffery C. .
Source: American journal of preventive medicine, 2021 03; 60(3), p. 415-424.
EPub date: 2020-11-17.
PMID: 33218922
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Vape Shop Owners/Managers' Opinions About FDA Regulation of E-Cigarettes.
Authors: Berg C.J. , Barker D.C. , Sussman S. , Getachew B. , Pulvers K. , Wagener T.L. , Hayes R.B. , Henriksen L. .
Source: Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco, 2021-02-16; 23(3), p. 535-542.
PMID: 32722808
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Addressing cancer prevention and control in Armenia: tobacco control and mHealth as key strategies.
Authors: Berg C.J. , Harutyunyan A. , Paichadze N. , Hyder A.A. , Petrosyan V. .
Source: International journal for equity in health, 2021-01-06; 20(1), p. 4.
EPub date: 2021-01-06.
PMID: 33407461
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Quitline Reach and Effectiveness among Populations Disproportionately Affected by Tobacco Use: Future Directions.
Authors: Berg C.J. .
Source: Journal of health care for the poor and underserved, 2021; 32(3), p. 1188-1198.
PMID: 34421024
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Experience and lessons learned from multi-modal internet-based recruitment of U.S. Vietnamese into research.
Authors: Vu M. , Huynh V.N. , Bednarczyk R.A. , Escoffery C. , Ta D. , Nguyen T.T. , Berg C.J. .
Source: PloS one, 2021; 16(8), p. e0256074.
EPub date: 2021-08-13.
PMID: 34388178
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Mode of Marijuana Use among Young Adults: Perceptions, Use Profiles, and Future Use.
Authors: Romm K.F. , West C.D. , Berg C.J. .
Source: Substance use & misuse, 2021; 56(12), p. 1765-1775.
EPub date: 2021-07-22.
PMID: 34294001
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Vape shop owners'/managers' attitudes about CBD, THC, and marijuana legal markets.
Authors: Berg C.J. , Getachew B. , Pulvers K. , Sussman S. , Wagener T.L. , Meyers C. , Park A. , Dorvil S. , Patterson A. , Weber A. , et al. .
Source: Preventive medicine reports, 2020 Dec; 20, p. 101208.
EPub date: 2020-09-12.
PMID: 32995147
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Use and Perceptions of Opioids versus Marijuana among People Living with HIV.
Authors: Potts J.M. , Getachew B. , Vu M. , Nehl E. , Yeager K.A. , Berg C.J. .
Source: American journal of health behavior, 2020-11-01; 44(6), p. 807-819.
PMID: 33081878
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Tobacco Use Trajectories in Young Adults: Analyses of Predictors Across Systems Levels.
Authors: Berg C.J. , Haardörfer R. , Lanier A. , Childs D. , Foster B. , Getachew B. , Windle M. .
Source: Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco, 2020-10-29; 22(11), p. 2075-2084.
PMID: 32170324
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A systematic review of practice-, provider-, and patient-level determinants impacting Asian-Americans' human papillomavirus vaccine intention and uptake.
Authors: Vu M. , Berg C.J. , Escoffery C. , Jang H.M. , Nguyen T.T. , Travis L. , Bednarczyk R.A. .
Source: Vaccine, 2020-09-22; 38(41), p. 6388-6401.
EPub date: 2020-08-20.
PMID: 32829979
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Smokers' and Nonsmokers' Receptivity to Smoke-Free Policies and Pro- and Anti-Policy Messaging in Armenia and Georgia.
Authors: Topuridze M. , Berg C.J. , Dekanosidze A. , Torosyan A. , Grigoryan L. , Bazarchyan A. , Sargsyan Z. , Hayrumyan V. , Maglakelidze N. , Sturua L. , et al. .
Source: International journal of environmental research and public health, 2020-07-30; 17(15), .
EPub date: 2020-07-30.
PMID: 32751714
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Use and Perceptions of Opioids Versus Marijuana among Cancer Survivors.
Authors: Potts J.M. , Getachew B. , Vu M. , Nehl E. , Yeager K.A. , Leach C.R. , Berg C.J. .
Source: Journal of cancer education : the official journal of the American Association for Cancer Education, 2020-06-12; , .
EPub date: 2020-06-12.
PMID: 32533537
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Authors: Berg C. , Sturua L. .
Source: Georgian medical news, 2020 Apr; (301), p. 178-182.
PMID: 32535585
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Informing iQOS Regulations in the United States: A Synthesis of What We Know.
Authors: Berg C.J. , Bar-Zeev Y. , Levine H. .
Source: SAGE open, 2020 Jan-Mar; 10(1), .
EPub date: 2020-01-09.
PMID: 32719733
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IQOS point-of-sale marketing strategies in Israel: a pilot study.
Authors: Bar-Zeev Y. , Levine H. , Rubinstein G. , Khateb I. , Berg C.J. .
Source: Israel journal of health policy research, 2019-01-14; 8(1), p. 11.
EPub date: 2019-01-14.
PMID: 30642383
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