RESEARCH PAPER
An experimental study of the effects of electronic cigarette warnings on young adult nonsmokers’ perceptions and behavioral intentions
 
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1
Department of Oncology, Georgetown University Medical Center, Lombardi Comprehensive Cancer Center, Washington DC, USA
 
2
Schroeder Institute for Tobacco Research & Policy Studies, Truth Initiative, Washington DC, USA
 
 
Submission date: 2016-02-09
 
 
Acceptance date: 2016-05-18
 
 
Publication date: 2016-05-26
 
 
Corresponding author
Darren Mays   

Department of Oncology, Georgetown University Medical Center, Lombardi Comprehensive Cancer Center, 3300 Whitehaven St NW Suite 4100, Washington DC 20007, USA
 
 
Tobacco Induced Diseases 2016;14(May):17
 
KEYWORDS
ABSTRACT
Background:
Electronic cigarette (“e-cigarette”) manufacturers use warning labels on their advertising that vary widely in content and the U.S. Food and Drug Administration has issued a warning label requirement for e-cigarettes. There is limited data on the effects of these warnings on e-cigarette perceptions and other potential predictors of future tobacco use behavior in populations of interest to inform future regulatory requirements. This study examined the effects of e-cigarette warnings on perceptions of e-cigarettes and cigarettes and other cognitive precursors to tobacco use among young adult non-smokers.

Methods:
Non-smoking young adults ages 18 to 30 years (n = 436) were recruited through an internet-based crowdsourcing platform for an online experiment. Participants completed pre-exposure measures of demographics, tobacco use, and other relevant constructs and were randomized to view 1 of 9 e-cigarette stimuli in a 3 (Ad/Warning condition: Ad Only, Ad with Warning, Warning Only) x 3 (E-cigarette brand: Blu, MarkTen, Vuse) design. After viewing e-cigarette stimuli, participants reported perceptions of e-cigarettes and behavioral intentions to use e-cigarettes. Participants in the Ad Only and Ad with Warning conditions also completed a heat-mapping task assessing aspects of the ads that captured their attention. Then, participants were randomized to view cigarette ads from 1 of 3 major cigarette brands and reported perceptions of cigarettes and intentions to smoke cigarettes.

Results:
Non-smoking young adults ages 18 to 30 years (n = 436) were recruited through an internet-based crowdsourcing platform for an online experiment. Participants completed pre-exposure measures of demographics, tobacco use, and other relevant constructs and were randomized to view 1 of 9 e-cigarette stimuli in a 3 (Ad/Warning condition: Ad Only, Ad with Warning, Warning Only) x 3 (E-cigarette brand: Blu, MarkTen, Vuse) design. After viewing e-cigarette stimuli, participants reported perceptions of e-cigarettes and behavioral intentions to use e-cigarettes. Participants in the Ad Only and Ad with Warning conditions also completed a heat-mapping task assessing aspects of the ads that captured their attention. Then, participants were randomized to view cigarette ads from 1 of 3 major cigarette brands and reported perceptions of cigarettes and intentions to smoke cigarettes.

Conclusions:
Text-based warning messages influenced young non-smokers’ perceptions in a way that may dissuade e-cigarette use, but warnings appearing on advertisements had little impact.

 
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