BACKGROUND Cigarette lifestyle marketing with psychographic targeting has been well documented, but few studies address non-cigarette tobacco products. This study examined how young adults respond to e-cigarette advertisements featuring diverse peer crowds - peer groups with shared identities and lifestyles - to inform tobacco counter-marketing design. METHODS Fifty-nine young adult tobacco users in California participated in interviews and viewed four to five e-cigarette advertisements that featured characters from various peer crowd groups. For each participant, half of the advertisements they viewed showed characters from the same peer crowd as their own, and the other half of the advertisements featured characters from a different peer crowd. Advertisements were presented in random order. Questions probed what types of cues are noticed in the advertisements, and whether and how much participants liked or disliked the advertisements. RESULTS Results suggest that participants liked and provided richer descriptions of characters and social situations in the advertisements featuring their own peer crowd more than the advertisements featuring a different peer crowd. Mismatching age or device type was also noted: participants reported advertisements showing older adults were not intended for them. Participants who used larger vaporizers tended to dislike cigalike advertisements even if they featured a matching peer crowd. CONCLUSION Peer crowd and lifestyle cues, age and device type are all salient features of e-cigarette advertising for young adults. Similarly, educational campaigns about e-cigarettes should employ peer crowd-based targeting to engage young adults, though messages should be carefully tested to ensure authentic and realistic portrayals.

中文翻译：

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电子烟广告中基于对等人群的定位：定性研究以告知反营销。

背景技术以心理目标为目标的卷烟生活方式营销已得到充分证明，但很少有研究针对非卷烟烟草产品。这项研究调查了年轻人如何回应电子烟广告，这些电子烟广告吸引了不同的同龄人群-具有共同身份和生活方式的同龄人群-从而为烟草反营销设计提供了信息。方法在加利福尼亚州有59名年轻的成年烟草使用者参加了访谈，并观看了4到5个电子烟广告，这些广告中有来自不同同龄人群的人物。对于每个参与者，他们查看的广告中有一半显示的字符与他们自己的同龄人相同，另一半则广告中的字符来自不同的同龄人。广告以随机顺序展示。问题探讨了广告中注意到哪些类型的提示，以及参与者是否喜欢以及不喜欢广告的程度。结果结果表明，与以其他同龄人群为特征的广告相比，与自己的同龄人群为特征的广告相比，参与者更喜欢并提供了更丰富的人物角色和社交场合的描述。还注意到年龄或设备类型不匹配：参与者报告说广告显示老年人不适合他们。使用较大蒸发器的参与者往往不喜欢像香烟一样的广告，即使它们具有相称的同伴人群也是如此。结论同龄人群和生活方式的提示，年龄和设备类型都是年轻人电子烟广告的主要特征。同样，