Point of sale marketing drives purchasing decisions for smokers, a new study found.
The purchase of cigarettes triggered by point of sale (POS) marketing was studied by a team of UNMC College of Public Health researchers. The group found that smokers would have more money to buy food without that extra nudge to buy nicotine.
Mohammad Siahpush, Ph.D., professor, health promotion, social & behavioral health, and associate dean for research in the College of Public Health, was the principal investigator of a $1.4 million grant from the National Institutes of Health (NIH).
It is the first time the association between POS cigarette marketing and smoking-induced deprivation (SID) has been studied. The results were published April 28 in BMC Public Health.
POS marketing of cigarettes has risen ever since outdoor marketing was restricted in the U.S. in 1998, and then tightened even more in 2009.
In 2011, about 89 percent of the $8.4 billion of tobacco industry expenditures for POS marketing was made in three areas: cigarette pack displays, advertisements and price incentives to consumers, Dr. Siahpush said.
This study examined the association between POS cigarette marketing and SID and how it is mediated by cravings to smoke, urges to buy cigarettes and unplanned purchases of cigarettes.
“Research shows that the brains of smokers react strongly to nicotine-associated cues in the environment,” Dr. Siahpush said. “POS cigarette marketing can act as a cue to smoke and promote cravings to smoke and urges to buy cigarettes.”
A telephone survey of 939 smokers in Omaha were asked three questions about noticing pack displays, advertisements and promotions such as cigarette price discounts within their neighborhoods.
Researchers then asked if buying cigarettes resulted in not having enough money for household essentials such as food to measure SID.
Dr. Siahpush said there was overwhelming evidence that an association exists between higher levels of POS cigarette marketing and a higher probability of SID. This association was partly mediated by cravings to smoke, urges to buy cigarettes, and unplanned purchases of cigarettes during a visit to a neighborhood store.
“This study shows that smokers might have more money for food and other essential household items and a better standard of living if POS cigarette marketing was banned,” he said.
Good job Dr. Siapush. Its very important to stop indoor marketing of tobacco. Impulsive buying is culprit. Its interesting besides to note boosting sales of gums, magazines, drinks it is an important factor in the purchase of tobacco too.