CROM Workshop September 2022 Recording

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In tobacco regulatory research, risk perceptions are defined as the subjective judgments about the potential harms to health from using tobacco and nicotine-containing products. It is an important construct that can predict future use behavior such as experimentation, cessation, as well as switching to other tobacco- and nicotine-containing products. In the context of tobacco harm reduction strategies, risk perceptions are often evaluated prior to product commercialization, to ensure that the product risk communication materials are an accurate, non-misleading, and scientifically substantiated reflection of the product characteristics. This allows current adult smokers to understand the risks and benefits of the product compared to other tobacco products, without encouraging non-smokers and ex-smokers to initiate or reinitiate tobacco use. Risk perception is also evaluated in a post-market setting to evaluate the trends of risk perception and thus potentially use behavior over time.

Risk perception assessments rely exclusively on consumer-reported outcome measures (CROM), and this requires reliable and valid measures that ensure legitimate comparison (from a measurement standpoint) between different tobacco and nicotine products and different user (and non-user) groups. In the last few years, there have been numerous advances in the measurement of risk perception, including methodological considerations in using such measures in regulatory applications. In this workshop, we will use the case study of the specific development of the ABOUT™—Perceived Risk to illustrate some of the key measurement challenges and unique opportunities this domain of perception offers to strengthen CROM-related science.

Programme and Speakers

• Introduction
    Stacey McCAFFREY, PhD, JUUL Labs Inc.
• The Perceived Risk Continuum for Tobacco and Nicotine-Containing Products – Does Measurement Matter?
    Christelle CHREA, PhD, Philip Morris Products S.A. (and CROM Consortium Coordinator)
• Overview of the ABOUT™—Perceived Risk Development and Evolution
    Emilie CLERC, MA, Philip Morris Products S.A.
• Understanding of the Mechanisms Underlying Perception of Risk
    Thomas SALZBERGER, PhD, University of Vienna (WU Wien)
• Break
• Evolution of Risk Perception of IQOS Over Time: Evidence from PMI’s Post-Market Cross-Sectional (PMX) Surveys
    Suzana AL MOOSAWI, Philip Morris Products S.A.
• Audience Q&A (following speakers' presentations)
• Closing Remarks
    Stacey McCAFFREY, PhD, JUUL Labs Inc.