편의점 담배광고 및 진열 노출이 회상과 충동구매에 미치는 영향

Abstract

Objectives: Cigarette advertisements and displays prevail, especially in the convenience stores. This study aimed to identify the level of exposure to the cigarette advertisements and displays in the convenience stores in Korea and its recall effect. Also, this study examined the impact of exposure to the advertisements on impulsive cigarette purchasing. Methods: An exit survey was conducted for 1,047 convenience store visitors. The participants were asked to respond to demographic characteristics, smoking behavior, average number of visits to the convenience stores per week, recall of cigarette advertisements and displays in convenience store immediately after the visit, and experience of impulsive purchase of cigarette in the past. Logistic regression analysis were conducted using SPSS 24.0 program. Results: The participants answered that they visit the convenience store on average 3.79 ± 1.43 per week. 23.9 percent of them succeeded in recalling the cigarette advertisements and displays. Especially, 20-29 year-olds (AOR: 3.2, 95% CI 1.7-6.1) and smokers (AOR: 3.3, 95% CI 1.8-6.2) were more likely to recall the cigarette advertisements and displays. In addition, 12.9 percent of the participants had experienced impulsive cigarettes purchase after viewing the cigarette advertisements and displays in the convenience store. Man (AOR: 2.1 95% CI 1.2-3.8) and smokers (AOR: 18.1, 95% CI 7.3-45.1) were more likely to make impulsive purchase. Conclusions: Repeated visits to convenience stores contribute to the level of exposure to cigarette product displays and its advertisements, which may affect the unconscious recollection of cigarette advertisements or displays and impulsive purchase of cigarette. Therefore, in order to denormalize the cigarettes and smoking throughout the society, not only cigarette advertising but also product displays should be prohibited in point of sales, including the convenience stores.