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KMID : 1138720180440010063
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Korean Public Health Research
2018 Volume.44 No. 1 p.63 ~ p.73
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The effect of cigarette advertisements and displays at the point of sale on purchase and smoking initiation : Findings from focus group interviews
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Hwang Ji-Eun
Yang Yu-Seon
Oh Yu-Mi
Lee Sun-Yeong
Lee Joung-Eun
Cho Sung-Il
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Abstract
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Objective: This study conducted a focus group interview to analyze the impact of cigarette display and advertisement at the point of sale on behavior and perspective of smokers and non-smokers.
Methods: A total of 24 participants (8 adult males, 8 adult females and 8 adolescent males) were recruited for the focus group interview. The survey was conducted for 2 hours from September 2nd to 4th, 2015, according to the semi-structured guideline of the moderator. The process of analyzing the differences among the focus groups of each subject was finalized through a discussion of the researchers.
Results: Through this study, we found that the major cigarette purchase channel is a convenience store. Also, participants described that cigarette advertisements and displays at convenience stores have a greater role in smoking relapse for former smokers than promotion for current smokers. In addition, adolescents noted that cigarette advertising and display stimulate curiosity about smoking.
Conclusions: This study suggested an immediate action to ban display and advertisement of tobacco products at tobacco retail shop expecially convenience stores should be promoted for youth smoking prevention and a smoke-free environment.
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KEYWORD
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Cigarette, Smoking, Advertisement, Display, Convenience Store, Focus Group Interview
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