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Journal of Environmental and Public Health
Volume 2013 (2013), Article ID 520286, 6 pages
http://dx.doi.org/10.1155/2013/520286
Research Article

Exposure to Celebrity-Endorsed Small Cigar Promotions and Susceptibility to Use among Young Adult Cigarette Smokers

1Institute of Public Health, Georgia State University, 140 Decatur Street, Urban Life Building, Room 878, Atlanta, GA 30303, USA
2Prevention Research Center, Pacific Institute for Research and Evaluation, 1995 University Avenue, SteX 450, Berkeley, CA 94704, USA
3Health Outcomes and Pharmacy Practice Division, The University of Texas College of Pharmacy, 2409 University Avenue PHR Building, 3.209 A 1900, Austin, TX 78712-0127, USA

Received 2 July 2013; Revised 25 September 2013; Accepted 8 October 2013

Academic Editor: Ike S. Okosun

Copyright © 2013 Kymberle L. Sterling et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

Small cigar smoking among young adult cigarette smokers may be attributed to their exposure to its advertisements and promotions. We examined the association between exposure to a celebrity music artist’s endorsement of a specific brand of small cigars and young adult cigarette smokers’ susceptibility to smoking that brand. Venue-based sampling procedures were used to select and survey a random sample of 121 young adult cigarette smokers, aged 18–35. Fourteen percent reported exposure to the artist’s endorsement of the small cigar and 45.4% reported an intention to smoke the product in the future. The odds of small cigar smoking susceptibility increased threefold for those who reported exposure to the endorsement compared to those not exposed (OR = 3.64, 95% CI 1.06 to 12.54). Past 30-day small cigar use (OR = 3.30, 95% CI 1.24 to 8.74) and past 30-day cigar use (OR = 5.08, 95% CI 1.23, 21.08) were also associated with susceptibility to smoke a small cigar. An association between young adult cigarette smokers’ exposure to the music artist’s small cigar endorsement and their susceptibility to smoke small cigars was found. This association underscores the importance of monitoring small cigar promotions geared toward young people and their impact on small cigar product smoking.