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Electronic cigarettes (ECIGs) are among the most popular nicotine products in the United States, particularly among youth and young adults. Many individuals who use ECIGs report an interest in quitting or unsuccessful quit attempts. In addition to nicotine dependence, one factor that may contribute to continued ECIG use is an individual’s response to ECIG-related environmental stimuli, or cues. Existing research demonstrates that exposure to ECIG cues increases craving for ECIGs among cigarette smokers, including those without previous ECIG experience. The purpose of this study was to examine effects of ECIG cue exposure in experienced ECIG users with minimal smoking history, thus eliminating the potential confound of pre-existing nicotine dependence and cue reactivity from cigarettes. Experienced ECIG users (N = 34) who were never established cigarette smokers (≤ 100 cigarettes lifetime) completed two within-subject cue exposure conditions that differed only by pictorial cue type: ECIG or neutral. Participants experienced two bouts of cue exposure per session, completing subjective measures of ECIG craving and mood before and after each bout. After both cue exposures, participants completed hypothetical delay-discounting and behavioral economic tasks. Two different versions of these tasks were completed, with ECIG use quantified in either puffs or minutes of use. Mixed-effects models and paired-samples t-tests assessed effects of cue type on these outcomes. Ratings of desire to vape (Questionnaire on Vaping Urges-Brief Factor 1, ECIG Schuh-Stitzer) increased significantly from pre- to post-cue exposure for ECIG cues relative to neutral cues, p’s < .05. A similar pattern was observed for negative mood (Positive and Negative Affect Schedule), p = .005. ECIG cue exposure did not significantly affect ECIG delay discounting or increase demand for ECIGs, p’s > .05. Results are largely consistent with those reported for cigarette smokers. Findings may inform the regulation of ECIG product advertising, as exposure to ECIG-related cues may promote continued ECIG use.

Understanding the dependence potential of electronic cigarettes (ECIGs) is critical to informing prevention and regulatory efforts. Extant work on ECIG dependence is limited, in part due to the vast number of products that differ on their ability to deliver nicotine. Further, existing research is based largely on former/current cigarette smokers, and thus confounds dependence on nicotine via ECIGs versus cigarettes. This study evaluated ECIG device/liquid characteristics and use behaviors as predictors of ECIG dependence in a sample of experienced ECIG users who never smoked cigarettes. Participants completed an online survey that assessed ECIG device/liquid features, use behavior, and ECIG dependence. Additionally, participants uploaded a picture of their personal ECIG product, which was compared to their survey responses for accuracy. Accounting for demographic variables, longer durations of ECIG use and a greater number of use days/week were associated with higher dependence scores. Notably, few ECIG characteristics or device types predicted dependence level after accounting for demographics and use behavior. Comparisons between participants’ self-reports and pictures revealed that agreement was excellent for features of refillable and disposable, good for adjustable power, fair for nicotine formulation, and moderate for device type. Results demonstrate that ECIG device/liquid features are not salient predictors of dependence in never-smoking ECIG users. Future research should include a larger and more diverse sample. Additionally, future work may benefit from a more precise measure of nicotine delivery, as well as verification of ECIG characteristics by requiring participants to provide a picture of their product.