Psychographic Profiling of Adult Tobacco Users and Implications for Mediated Message Tailoring

Abstract

Purpose: To investigate variations of psychographic profiles in adult tobacco users to inform message tailoring. Design: A cross-sectional design used data from the Simmons 2015 National Consumer Study. Setting: Data were voluntarily provided by US families through a mail survey on media, products, and services, brands, and attitudes. Subjects: US adult tobacco users (N = 4,609). Measures: Participants answered questions about general opinion/attitudes and provided demographic and tobacco use information. Analysis: A factor analysis was conducted to determine the “best” latent psychographic factor structure based on model fit, factor loadings, and interpretability. A structural equation model was then applied to assess the associations between demographics, tobacco product use, and latent psychographic factors. Results: We identified 9 latent psychographic factors: (1) helplessness, (2) happiness, (3) achievements, (4) religion, (5) interest in art and culture, (6) conscience, (7) conformity, (8) family indulgence, and (9) creativity. Endorsement of these factors varied by demographics and tobacco product use. E.g. low income tobacco users showed stronger endorsement for “helplessness” (Adjusted Standardized Regression Coefficient [ASRC]: 0.42; 95% CI: 0.33, 0.51) and “religion” (ASRC: 0.24; 95% CI: 0.14, 0.33). Less educated tobacco users showed stronger endorsement for “conformity” (ASRC: 0.16; 95% CI: 0.07, 0.24). Young adults had significant positive associations for “achievements” (ASRC: 0.57; 95% CI: 0.48, 0.67). Conclusion: Psychographic profiles of tobacco users vary by demographics and product use. Tailored anti-tobacco media campaigns to specific disparity groups matching their psychographic profiles may improve message effectiveness and reduce tobacco use disparities.