1. Associations Between Noticing E-Cigarette Advertising Features and E-Cigarette Appeal and Switching Interest Among Young Adult Dual Users.
- Author
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Chen-Sankey, Julia, Elhabashy, Maryam, La Capria, Kathryn, Jeong, Michelle, Klein, Elizabeth G., Villanti, Andrea C., and Wackowski, Olivia A.
- Subjects
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SELF-evaluation , *FRUIT , *LABELS , *RESEARCH funding , *ELECTRONIC cigarettes , *SMOKING , *CONSUMER attitudes , *QUESTIONNAIRES , *NICOTINE , *FLAVORING essences , *INTERNET , *DESCRIPTIVE statistics , *ADVERTISING , *TEENAGERS' conduct of life , *TOBACCO products , *ADOLESCENCE , *ADULTS - Abstract
Background: E-cigarette advertising, which often includes various features, may prompt e-cigarette use and product switching. This study examined the associations between noticing e-cigarette ad features and perceived product appeal and interest in completely switching from cigarettes to advertised e-cigarettes among young adult dual users of both products. Methods: We analyzed data from an online heatmap experiment among young adult dual users defined as established cigarette smokers who currently used e-cigarettes (ages 18-34 years; n = 1,821). Participants viewed 12 e-cigarette ads, clicked on ad features (e.g., fruit flavors, nicotine warnings, price promotions, smoker-targeted claims) that attracted their attention (defined as "noticing"), and answered questions about e-cigarette product appeal and interest in completely switching from cigarettes to the e-cigarettes shown. We examined within-person associations between noticing specific ad features and outcomes, controlling for demographic and tobacco use-related characteristics. Results: Noticing fruit flavors (AOR = 1.67 and 1.28) and fruit images (AOR = 1.53 and 1.21) was positively associated with having any e-cigarette product appeal and switching interest. Noticing price promotions (AOR = 1.23) was positively associated with product appeal. In contrast, noticing nicotine warnings (AOR = 0.74 and 0.86), smoker-targeted claims (AOR = 0.78 and 0.89), and tobacco flavors (AOR = 0.92 and 0.90) was negatively associated with product appeal and switching interest. Conclusions: Noticing certain e-cigarette ad features (e.g., fruit flavors and nicotine warnings) may be associated with product appeal and/or switching interest among young adult dual users. More research is needed to assess the influence of e-cigarette ad features that promote product switching interests among cigarette smokers while discourage interests among tobacco-naïve individuals. [ABSTRACT FROM AUTHOR]
- Published
- 2024
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