RESEARCH PAPER
Associations between perceptions of e-cigarette advertising and interest in product trial amongst US adult smokers and non-smokers: results from an internet-based pilot survey
 
More details
Hide details
1
Department of Health Behavior, Roswell Park Cancer Institute, Buffalo, USA
 
 
Submission date: 2014-01-31
 
 
Acceptance date: 2015-06-03
 
 
Publication date: 2015-06-12
 
 
Corresponding author
Danielle M. Smith   

Department of Health Behavior, Roswell Park Cancer Institute, Elm & Carlton Streets, Buffalo, NY 14263, USA
 
 
Tobacco Induced Diseases 2015;13(June):14
 
KEYWORDS
ABSTRACT
Background:
Electronic cigarettes (e-cigarettes) have risen in popularity in the U.S. While recent studies have described the prevalence and demographics of e-cigarette users, few studies have evaluated the impact of advertising on perceptions and interest in trial. This pilot study was conducted to assess whether exposure to ads for e-cigarettes or a comparison product (snus), elicited differences in interest to try e-cigarettes between smokers and non-smokers.

Methods:
A web-based survey was completed by 600 respondents, aged 18–65, recruited from an internet panel in the U.S. Respondents answered questions assessing tobacco use, and then viewed nine magazine ads for Blu e-cigarettes or Camel snus, a low-nitrosamine smokeless tobacco product, in random order. After viewing each ad, respondents were asked a series of questions about their perceptions, beliefs, attitudes, and interest in trial. At the end, respondents were asked to choose a free sample product from the following options: an e-cigarette, smokeless tobacco (SLT), pack of cigarettes, or no product.

Results:
Ad receptivity scores did not appear to be influenced by ad theme; differences existed between smokers and non-smokers. Participants exposed to e-cigarette ads more frequently reported favorable product attitudes compared to participants exposed to snus ads. Cigarette smokers in the e-cigarette condition were more likely to report interest in trying e-cigarettes compared to non-smokers in that condition (p-value < 0.001). Six percent of non-smokers exposed to e-cigarette ads reported interest in trying e-cigarettes. E-cigarettes were the most popular product selected to sample (34 %), followed by cigarettes (8 %) and SLT (3 %); 331 respondents (55 %) chose no product. Participants randomized to the e-cigarette ad group were significantly more likely to choose an e-cigarette at product selection (p-value = 0.014). Within the e-cigarette condition, 71 % of smokers selected an e-cigarette at product selection, compared to 25 % of non-smokers; smoking status was significantly associated with sample product selection (p-value <0.001).

Conclusions:
These findings suggest that exposure to e-cigarette ads may be associated with interest in e-cigarette trial, particularly among smokers. Continued exposure to advertising in magazines, on television, and at the point-of-sale may have an impact on willingness to receive promotional products or intention to try e-cigarettes.

 
REFERENCES (36)
1.
Pearson JL, Richardson A, Niaura RS, Vallone DM, Abrams DB. E-Cigarette awareness, use, and harm perceptions in U.S. adults. Am J Public Health. 2012;102(9):1758–66.
 
2.
King BA, Alam S, Promoff G, Arrazola R, Dube SR: Awareness and ever use of electronic cigarettes among U.S. adults, 2010–2011. Nicotine Tob Res. 2013. doi:10.1093/ntr/ntt013.
 
3.
Adkison SE, O’Connor RJ, Bansal-Travers M, Hyland A, Borland R, Yong HH, et al. Awareness, trial, and use of electronic nicotine delivery systems (ENDS): Findings from the ITC Four Country Survey. Am J Prev Med. 2013;44(3):207–15.
 
4.
Grana RA, Glantz SA, Ling PM. Electronic nicotine delivery systems in the hands of Hollywood. Tob Control. 2011;20:425–6.
 
5.
Goniewicz M, Kuma T, Gawron M, Knyzak J, Kosminder L: Nicotine levels in electronic cigarettes. Nicotine Tob Res. 2012; doi:10.1093/ntr/nts103.
 
6.
Yamin CK, Bitton A, Bates DW. E-cigarettes: a rapidly growing internet phenomenon. Ann Intern Med. 2010;153:607–9.
 
7.
Ayers JW, Ribisi KM, Brownstein JS: Tracking the rise in popularity of electronic nicotine delivery systems. Am J Prev Med. 2011; doi:10.1016/j.amepre.2010.12.007.
 
8.
Richtel, M. A Bolder Effort by Big Tobacco on E-Cigarettes. The New York Times. June 17, 2014. [http://www.nytimes.com/2014/06...].
 
9.
Kim AE, Arnold KY, Makarenko O. E-cigarette advertising expenditures in the U.S., 2011–2012. Am J Prev Med. 2014;46(4):409–12. doi:10.1016/j.amepre.2013.11.003.
 
10.
American Legacy Foundation, 2014.Vaporized: E-cigarettes, advertising, and youth. American Legacy Foundation. Washington D.C. Available at: [http://legacyforhealth.org/con...].
 
11.
Gateway to Addiction? A survey of popular electronic cigarette manufacturers and targeted marketing to youth. United States Senate Report. Available at: [http://democrats.energycommerc...]. Published April 14, 2014.
 
12.
Lorillard Tobacco: Lorillard, Inc. Reports Fourth Quarter and Full Year 2012 Results – Raises Dividend 6.2 %. [http://www.lorillard.com/wp-co...].
 
13.
Brown J, Beard E, Kotz D, Michie S, West R. Real-world effectiveness of e-cigarettes when used to aid smoking cessation: a cross sectional population study. Addiction. 2014; 109(9):1531–1540. doi:10.1111/add.12623.
 
14.
Etter JF, Bullen C. Electronic cigarette: users profile, utilization, satisfaction, and perceived efficacy. Addiction. 2011;106:2017–28.
 
15.
McMillen RC, Gottlieb MA, Shaefer RM, Winickoff JP, Klein JD. Trends in Electronic Cigarette Use Among U.S. Adults: Use is Increasing in Both Smokers and Nonsmokers. Nicotine Tob Res. 2014; Nov 6. doi:10.1093/ntr/ntu213.
 
16.
U.S. Department of Health and Human Services. Preventing Tobacco Use Among Youth and Young Adults: A Report of the Surgeon General. Atlanta: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health; 2012.
 
17.
U.S. Department of Health and Human Services. Preventing Tobacco Use Among Young People: A Report of the Surgeon General. Atlanta, Georgia: U.S. Department of Health and Human Services, Public Health Service, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health; 1994.
 
18.
U.S. Department of Health and Human Services. Reducing Tobacco Use: A Report of the Surgeon General—Executive Summary. Atlanta, Georgia: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health; 2000.
 
19.
U.S. Food and Drug Administration: Overview of the Family Smoking Prevention and Tobacco Control Act: Consumer Fact Sheet. [http://www.fda.gov/downloads/T...].
 
20.
Centers for Disease Control and Prevention: Selected actions of the U.S. Government regarding the regulation of tobacco sales, marketing, and use (excluding laws pertaining to agriculture or excise tax). [http://www.cdc.gov/tobacco/dat...].
 
21.
American Legacy Foundation: Master Settlement Agreement. [http://www.legacyforhealth.org...].
 
22.
Benowitz NL, Goniewicz ML. The regulatory challenge of electronic cigarettes. JAMA. 2013;310(7):685–6.
 
23.
American Nonsmokers’ Rights Foundation. U.S. State and Local Laws Regulating Use of Electronic Cigarettes. [http://www.no-smoke.org/pdf/ec...]. Published April 2, 2015. Accessed April 13, 2015.
 
24.
Marynak K, Holmes CB, King BA, Promoff G, Bunnell R, McAfee T. State laws prohibiting sales to minors and indoor use of electronic nicotine delivery systems – United States, November 2014. MMWR. 2014;63(49):1145–50.
 
25.
Waters, D: Mundelein prohibits electronic cigarette use for minors. Chicago Tribune. November 12, 2013. [http://articles.chicagotribune...].
 
26.
Pepper JK, Emery SL, Ribisl KM, Southwell BG, Brewer NT. Effects of advertisements on smokers’ interest in trying e-cigarettes: the roles of product comparison and visual cues. Tob Control. 2014;23:iii31-iii36. doi:10.1136/tobaccocontrol-2014-051718.
 
27.
O’Connor RJ, June KM, Bansal-Travers M, Rousu MC, Thrasher JF, Hyland A, et al. Estimating demand for alternatives to cigarettes using online purchase tasks. Am J Health Behav. 2014;38(1):103–13. doi:10.5993/AJHB.38.1.11.
 
28.
Ashare RL, Hawk LW, Cummings KM, O’Connor RJ, Fix BV, Schmidt WC. Smoking expectancies for flavored and non-flavored cigarettes among college students. Addict Behav. 2007;32(6):1252–61.
 
29.
Durkin S, Wakefield M. Comparative responses to radio and television anti-smoking advertisements to encourage smoking cessation. Health Promotion Intl. 2009;25(1):5–13.
 
30.
Wakefield M, Durrant R. Effects of exposure of youths at risk for smoking to television advertising for nicotine replacement therapy and zyban: an experimental study. Health Commun. 2006;19(3):253–8.
 
31.
Richardson A, Ganz O, Stalgaitis C, Abrams D, Vallone D. Noncombustible tobacco product advertising: how companies are selling the new face of tobacco. Nicotine Tob Research. 2013. doi:10.1093/ntr/ntt200.
 
32.
Mejia AB, Ling PM. Tobacco industry consumer research on smokeless tobacco users and product development. Am J Public Health. 2010;100(1):78–87.
 
33.
Trinkets and Trash: Artifacts of the Tobacco Epidemic. University of Medicine & Dentistry of New Jersey: School of Public Health. [http://www.trinketsandtrash.or...].
 
34.
Agaku I, King B, Husten C, Bunnell R, Ambrose B, Hu S, et al. Tobacco product use among adults – United States, 2012–2013. MMWR. 2014;63(25):542–7.
 
35.
Rousu MC, O’Connor RJ, Thrasher JF, June KM, Bansal-Travers M, Pitcavage J. The impact of product information and trials on demand for smokeless tobacco and cigarettes: evidence from experimental auctions. Prev Med. 2013; (13)00412-X. doi:10.1016/j.ypmed.2013.11.001. [Epub ahead of print].
 
36.
U.S. Census Bureau: State and County QuickFacts. [http://quickfacts.census.gov/q...].
 
 
CITATIONS (21):
1.
In-person retail marketing claims in tobacco and E-cigarette shops in Southern California
Joshua S. Yang, Michele M. Wood, Katelynn Peirce
Tobacco Induced Diseases
 
2.
Advertising exposure and use of e-cigarettes among female current and former tobacco users of childbearing age
Kristin Ashford, Emily Rayens, Amanda T. Wiggins, Mary Kay Rayens, Amanda Fallin, Molly Malany Sayre
Public Health Nursing
 
3.
E-cigarette advertisements, and associations with the use of e-cigarettes and disapproval or quitting of smoking: Findings from the International Tobacco Control (ITC) Netherlands Survey
Gera E. Nagelhout, Suzanne M. Heijndijk, K. Michael Cummings, Marc C. Willemsen, Bas van den Putte, Bryan W. Heckman, Karin Hummel, Hein de Vries, David Hammond, Ron Borland
International Journal of Drug Policy
 
4.
A Randomized Trial of the Effect of Youth Appealing E-Cigarette Advertising on Susceptibility to Use E-Cigarettes Among Youth
Alisa A Padon, Kirsten Lochbuehler, Erin K Maloney, Joseph N Cappella
Nicotine & Tobacco Research
 
5.
The Use of E-Cigarettes Among U.S. Immigrants: The 2014 National Health Interview Survey
Yang Wang, Fernando A. Wilson, Jamie Larson, Li-Wu Chen
Public Health Reports
 
6.
Cigarette Smoking and Electronic Cigarettes Use: A Meta-Analysis
Meng Wang, Jian-Wei Wang, Shuang-Shuang Cao, Hui-Qin Wang, Ru-Ying Hu
International Journal of Environmental Research and Public Health
 
7.
Trends in E-Cigarette Awareness and Perceived Harmfulness in the U.S.
Timothy R. Huerta, Daniel M. Walker, Deborah Mullen, Tyler J. Johnson, Eric W. Ford
American Journal of Preventive Medicine
 
8.
The effect of simultaneous exposure of HEMn-DP and HEMn-LP melanocytes to nicotine and UV-radiation on the cell viability and melanogenesis
Marcin Delijewski, Dorota Wrześniok, Artur Beberok, Jakub Rok, Michał Otręba, Ewa Buszman
Environmental Research
 
9.
An experimental study of the effects of electronic cigarette warnings on young adult nonsmokers’ perceptions and behavioral intentions
Darren Mays, Clayton Smith, Andrea C. Johnson, Kenneth P. Tercyak, Raymond S. Niaura
Tobacco Induced Diseases
 
10.
Lesbian, Gay, Bisexual, and Transgender (LGBT) View it Differently Than Non-LGBT: Exposure to Tobacco-related Couponing, E-cigarette Advertisements, and Anti-tobacco Messages on Social and Traditional Media
Kristen Emory, Francisco O Buchting, Dennis R Trinidad, Lisa Vera, Sherry L Emery
Nicotine & Tobacco Research
 
11.
Effect of e-cigarette advertisements and antismoking messages on explicit and implicit attitudes towards tobacco and e-cigarette smoking in 18–65-year-olds: a randomised controlled study protocol
Paula Booth, Ian Albery, Daniel Frings
BMJ Open
 
12.
Who Is Exposed to E-Cigarette Advertising and Where? Differences between Adolescents, Young Adults and Older Adults
Kimberly Wagoner, David Reboussin, Jessica King, Elizabeth Orlan, Ross Cornacchione, Erin Sutfin
International Journal of Environmental Research and Public Health
 
13.
Examining the vulnerability of ambivalent young adults to e-cigarette messages
Anuja Majmundar, Erlinde Cornelis, Meghan Moran
Health Marketing Quarterly
 
14.
Survey of the effect of viewing an online e-cigarette advertisement on attitudes towards cigarette and e-cigarette use in adults located in the UK and USA: a cross-sectional study
Paula Booth, Ian Albery, Sharon Cox, Daniel Frings
BMJ Open
 
15.
Exposure to e-cigarette information and advertising in social media and e-cigarette use in Australia: A mixed methods study
Samia Amin, Adam Dunn, Liliana Laranjo
Drug and Alcohol Dependence
 
16.
Association of e‐cigarette advertising with e‐cigarette and cigarette use among US adults
Fatma Ali, Dhaval Dave, Gregory Colman, Xu Wang, Henry Saffer, Kristy Marynak, Daniel Dench, Michael Grossman
Addiction
 
17.
Development and validation of behavioral intention measures of an E-vapor product: intention to try, use, dual use, and switch
Stacey McCaffrey, Jessica Zdinak, Stephanie Plunkett, Elizabeth Becker, Jennifer Lewis, Ryan Black
Health and Quality of Life Outcomes
 
18.
Intention to purchase alternative tobacco products as a function of smoking status and responses to advertising, packaging, and sensory experiences
Akshika Sharma, Kristie June, Kaila Norton, Brian Fix, Maansi Bansal-Travers, Vaughan Rees, Richard J.O'Connor
Addictive Behaviors
 
19.
How Age and E-cigarette Use Status Interact to Influence E-cigarette Ad Perceptions
Jessica Liu, Brittney Keller-Hamilton, Joanne Patterson, Donghee Lee, Amelia Wedel, Coralia Vázquez-Otero, Elise Stevens
Substance Use & Misuse
 
20.
Exposure to E-Cigarette Advertisements or Reviews and E-Cigarette Use Progression: A Longitudinal Examination of Short-Term and Long-Term Associations among US Young Adults
Zongshuan Duan, Katelyn F. Romm, Yan Wang, Jidong Huang, Carla J. Berg
International Journal of Environmental Research and Public Health
 
21.
The role of socioeconomic status in the association between advertising exposure and electronic cigarette use among young adults in China: A moderated mediation analys
Duo Yan, Xiaoyang Lv, Linnea Laestadius, Fernando A. Wilson, Miaoqing Yang, Adam Martin, Yang Wang
Tobacco Induced Diseases
 
eISSN:1617-9625
Journals System - logo
Scroll to top