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Social branding to decrease smoking among young adults in bars

Author

Listed:
  • Ling, P.M.
  • Lee, Y.O.
  • Hong, J.
  • Neilands, T.B.
  • Jordan, J.W.
  • Glantz, S.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.

Suggested Citation

  • Ling, P.M. & Lee, Y.O. & Hong, J. & Neilands, T.B. & Jordan, J.W. & Glantz, S.A., 2014. "Social branding to decrease smoking among young adults in bars," American Journal of Public Health, American Public Health Association, vol. 104(4), pages 751-760.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2013.301666_9
    DOI: 10.2105/AJPH.2013.301666
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    Cited by:

    1. Nhung Nguyen & Louisa M. Holmes & Minji Kim & Pamela M. Ling, 2020. "Using Peer Crowd Affiliation to Address Dual Use of Cigarettes and E-Cigarettes among San Francisco Bay Area Young Adults: A Cross Sectional Study," IJERPH, MDPI, vol. 17(20), pages 1-13, October.

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