Subjective experiences of the addictive potential of E-cigarettes: results from focus group discussions

Abstract

BackgroundElectronic cigarettes (e-cigarettes) have specific properties, such as their taste, vapor, or technicality, which might facilitate experiences of addiction. In this study, we aimed to investigate the subjective experience of the addictive potential of e-cigarettes using qualitative methodology.MethodWe conducted semi-structured focus groups with adult e-cigarette users to discuss subjective experiences of addiction. Informed by Braun and Clarke’s approach to thematic analysis, we conducted a deductive-inductive analysis in MAXQDA. First, deductive codes were based on the 10 domains of e-cigarette addiction previously identified by Bold and colleagues. Second, we inductively coded those e-cigarette properties that were identified by users to have addictive potential.ResultsWe conducted five focus group discussions with a total of 14 e-cigarette users (8 male, 6 female). Subjective experiences of e-cigarette addiction discussed by focus group participants accorded with domains of e-cigarette addiction as defined by Bold and colleagues. For example, users reported automatic use, craving, or sensory dependence. The only domains not reported were preference over competing rewards and impaired control. Second, we inductively identified three central properties of the addictive potential of e-cigarettes: unlimited usability, unobtrusiveness, and pleasant taste.ConclusionOur findings were summarized in the Model of the Addictive Potential of E-cigarettes (MAPE). Understanding which e-cigarette properties lead to subjective experiences of addiction can inform cessation programs for those who want to quit as well as the refinement of measures to assess e-cigarette addiction.