||5R01CA151384-03 Interpret this number
||University Of Massachusetts Boston
||Receptivity to New Smokeless Tobacco Products Among Test Market Populations
In the context of declining sales of cigarettes, the marketing and sale of smokeless tobacco is on the rise
in the United States. Currently four major U.S. cigarette manufacturers have introduced new spitless,
smokeless tobacco products modeled on Swedish snus and targeted specifically to cigarette smokers.
There is considerable controversy about the appropriate public health approach to these new, relatively
low nitrosamine, smokeless tobacco products . Nevertheless the growing availability of these products
is a fact, and to date there is virtually no population-based data on the use of these products. The
National Cancer Institute and the National Institute of Drug Abuse have issued a Program
announcement seeking research to improve knowledge about the use of potential reduced exposure
tobacco products, including developing surveillance systems and assessing behavior changes that may
accompany their use such as dual use of cigarettes and smokeless products. This application is directed
to those purposes. At this time, Indianapolis and Dallas/Ft. Worth are the only areas where the two
major brands, Camel Snus and Marlboro Snus, are both available. By means of an efficient, dual-frame
sampling approach, this study will carry out a population-based telephone survey of 4540 adults in those
test markets designed to provide evidence of the nature of consumer receptivity to the new snus
products, the rate at which smokers and nonsmokers are trying the product and either rejecting it or
adopting it for regular use, and the likely impact of regular use on smoking patterns. In addition, the
project will contribute to refinement of surveillance measures and will establish benchmarks for
awareness, trial and regular use of snus as well as perceptions of harmfulness against which future
comparisons can be made as advertising messages, marketing strategies and/or product constituents
change. By including a cell phone supplement, it will increase knowledge of how omission of cell phone
only households may bias estimates of snus use, and build capacity to integrate cell phone samples into
population surveys. Finally, if the rate of snus adoption is high enough to warrant continued study, this
project will provide a panel of respondents who can be followed over time.
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