Electronic cigarette and moist snuff product characteristics independently associated with youth tobacco product perceptions.

Benjamin Chaffee,David Cash,Bonnie Halpern-Felsher,Miranda Werts,Janelle Urata,Elizabeth Couch

doi:10.18332/tid/125513

Abstract

INTRODUCTIONTobacco product characteristics convey product attributes to potential users. This study aimed to assess independent contributions of specific e-cigarette and smokeless tobacco product characteristics to adolescents’ perceptions about these products.METHODSIn 2019–2020, students (N=1003) attending a convenience sample of 7 high schools in California (USA) were individually randomized to one of two discrete choice experiments, featuring either electronic cigarettes (e-cigarettes) or moist snuff. Participants were presented like-product pairs of randomlygenerated hypothetical tobacco products differing in device type, flavor, vapor cloud, and nicotine amount (for e-cigarettes) or differing in brand, flavor, cut, and price (for moist snuff). Within pairs, participants were asked about which product they were more curious, was more dangerous, would give a greater ‘buzz,’ and would be easier to use. Conditional logistic regression was used to quantify independent associations of product characteristics to participants’ choices.RESULTSEach e-cigarette and moist snuff characteristic was independently associated with multiple product perceptions. All non-tobacco flavors were associated with more curiosity and perceived ease-of-use but lower perceived danger. Tank and pod-type e-cigarettes were viewed as easier to use and garnered more curiosity than ‘cigalike’ or ‘drip-mod’ devices. Smaller vapor cloud e-cigarettes and lower-price moist snuff were viewed as less dangerous, less buzz-inducing, and easier to use. Product ever users held stronger perceptions than never users about device type (e-cigarettes) and brands (moist snuff), while product naïve participants more strongly associated flavor with danger and buzz.CONCLUSIONSTobacco product characteristics convey product attributes to adolescents that may increase appeal. Restricting specific characteristics, including flavors, could reduce positive perceptions of these products among youth.

Highlights

Tobacco product characteristics convey product attributes to potential users
We examine differences in the association between product attributes and youth perceptions by gender and tobacco use status. Study design This discrete choice experiment was embedded in the UCSF Adolescent Tobacco and Health Study, an in-person, school-based survey of high school students recruited from grades 9 and 10 in Northern and Central California
The present results suggest that youth perceive the properties of mint and wintergreen flavored tobacco to fruit, dessert, and other flavors, which could undermine the effectiveness of the Food and Drug Administration (FDA) policy

Summary

Introduction

Tobacco product characteristics convey product attributes to potential users. This study aimed to assess independent contributions of specific e-cigarette and smokeless tobacco product characteristics to adolescents’ perceptions about these products. Product ever users held stronger perceptions than never users about device type (e-cigarettes) and brands (moist snuff), while product naïve participants more strongly associated flavor with danger and buzz. Use of e-cigarettes and smokeless tobacco exemplify a larger trend, in which a broadening range of non-cigarette and non-combustible tobacco products threatens to erode public health gains in reducing youth tobacco use[1]. Tobacco product characteristics, such as flavors, nicotine strength, e-cigarette device type (e.g. refillable tank or pod), or smokeless tobacco cut (e.g. long cut or pouched snuff), can signal properties of tobacco products to potential consumers, including youth. To the extent that specific tobacco product characteristics lead to youth viewing certain tobacco products as more appealing or associated with fewer risks, those characteristics represent plausible targets of regulation or other restrictions intended to reduce youth use

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