Assessing the predicting validity of the tobacco marketing receptivity among youth
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University of Buenos Aires, Internal Medicine, Argentina
Centro de Estudios de Estado y Sociedad (CEDES), Argentina
National Institute of Public Health,, Department of Tobacco Research, Center for Population Health Research, Mexico
Universidad de Buenos Aires, Internal Medicine, Argentina
Centro de Estudios de Estado y Sociedad (CEDES), Department of Health Economy, Argentina
National Institute of Public Health, Department of Tobacco Research, Center for Population Health Research, Mexico
Dartmouth Medical School, Department of Pediatrics, United States of America
University of South Carolina, Department of Health Promotion, Education, and Behavior, United States of America
Publication date: 2018-03-01
Tob. Induc. Dis. 2018;16(Suppl 1):A410
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In a previous cross-sectional study, we developed a marketing receptivity index (MRI), which had independent, positive associations with positive smoking expectancies, smoking susceptibility and current smoking behavior in a sample of early adolescents in Argentina. The current study aimed to assess the predictive validity of the MRI.

Data come from a longitudinal, school-based survey conducted in 33 secondary schools in Argentina. We included students who had never smoked at baseline and were successfully followed up approximately 17 months later (n=1700). Marketing receptivity was assessed with questions in three domains: frequency of going to stores that sell tobacco; cued recall of brand names for 3 cigarette packages with brand name removed; and ownership of branded merchandise. A four-level MRI was derived (low PoS marketing exposure only; high PoS exposure or recall of 1 brand; recall of 2 or more brands; and ownership of branded merchandise). Self-report of having tried to smoke at follow-up (i.e., initiation) was the primary outcome assessed. Logistic models regressed smoking initiation on the MRI, the MRI components (considered separately), and willingness to try one of the brands shown in the cued recall task, adjusting for sociodemographics, social influences and sensation seeking.

The 4 level MRI had independent positive associations with smoking initiation (AOR2 vs. 1=1.42, 95% CI=1.12-1.79; AOR3 vs 1=2.04, 95% CI=1.38-3.00; AOR 4 vs. 1=2.16, 95% CI=1.21-3.82). The index components, analyzed separately, were associated with outcomes except for ownership of branded merchandise. Willingness to try one of the brands shown in the recall task was also associated with initiation (AOR=1.73, 95% CI=1.31 - 2.28).

Marketing Receptivity Index (MRI)OR (95% CI)pAOR (95% CI)p
1-Low PoS, 0 brands recalled1
2-High PoS exposure or 1 brand recalled1.12 (0.91 - 1.39)NS1.42 (1.12 - 1.79)<0.01
3-2 or more brand recalled1.75 (1.32 - 2.31)<0.0012.04 (1.38 - 3.00)<0.001
4-Own branded object1.95 (1.16 - 3.29)<0.052.16 (1.21 - 3.82)<0.01
[Predictors of smoking initiation among secondary s]

The marketing receptivity index and its component were associated with cigarette trial, suggesting its predictive validity and utility for future studies. Ownership of branded merchandize may be more useful for studying smoking progression amongst those who have already tried smoking.