Date of Conferral

10-3-2024

Degree

Ph.D.

School

Health Education and Promotion

Advisor

David Brown

Abstract

In the last five years, the marketing of vaping and electronic cigarettes (‘e-cigarettes) has sky-rocketed among adolescents enrolled at middle school and high school campuses in the United States. In Colorado, the number of adolescents using vaping and e-cigarettes is at a high level. Colorado is seeing such high usage include because of appealing flavors, low cost, wide availability and discreet designs. For this study a quantitative secondary data analysis of the 2019 Healthy Kids Colorado Survey was conducted to investigate the effect of vaping and e-cigarette advertising on adolescents. The type of advertising (i.e., television, radio, and social media) and the demographics (age, sex, race) of the viewer were compared to determine the effects of advertising on the use of vaping and/or e-cigarettes among adolescents in the state of Colorado. The constructs of Bandura’s Social Learning Theory were used to validate the effects of advertising on the adolescent population. Binary logistic regression, Pearson correlation, and linear regression were performed on a subsample of 703 adolescents who took the Healthy Kids Colorado Survey in 2019. The findings from the dangers of vaping among adolescents in Colorado indicate that 701 adolescents in middle and high school were encouraged to vape due to radio ad listings, TV commercials, and social media ads. 85% of participating teens had come across a vape advertisement. Stores use advertisements to sell e-cigarettes to adolescents in return for bringing more adolescents to their stores. Addressing the dangers of marketing and promoting of e-cigarettes among adolescents is critical for protecting the health and well-being of future generation. It is important for educators, lawmakers, school officials, parents, and healthcare providers to work together to help prevent e-cigarette usage among adolescents and promote positive lifestyle behaviors.

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