Adolescents’ responses to the promotion and flavouring of e-cigarettes

Allison Ford (), Anne Marie MacKintosh, Linda Bauld, Crawford Moodie and Gerard Hastings
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Allison Ford: University of Stirling
Anne Marie MacKintosh: University of Stirling
Linda Bauld: University of Stirling
Crawford Moodie: University of Stirling
Gerard Hastings: University of Stirling

International Journal of Public Health, 2016, vol. 61, issue 2, No 10, 215-224

Abstract: Abstract Objectives The purpose of the study is to examine adolescents’ awareness of e-cigarette marketing and investigate the impact of e-cigarette flavour descriptors on perceptions of product harm and user image. Methods Data come from the 2014 Youth Tobacco Policy Survey, a cross-sectional in-home survey conducted with 11–16 year olds across the UK (n = 1205). Adolescents’ awareness of e-cigarette promotion, brands, and flavours was assessed. Perceptions of product harm, and likely user of four examples of e-cigarette flavours was also examined. Results Some participants had tried e-cigarettes (12 %) but regular use was low (2 %) and confined to adolescents who had also smoked tobacco. Most were aware of at least one promotional channel (82 %) and that e-cigarettes came in different flavours (69 %). Brand awareness was low. E-cigarettes were perceived as harmful (M = 3.54, SD = 1.19) but this was moderated by product flavours. Fruit and sweet flavours were perceived as more likely to be tried by young never smokers than adult smokers trying to quit (p

Keywords: E-cigarettes; E-cigarette use; Adolescents; Marketing; Promotion; Flavours (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s00038-015-0769-5

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