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Am J Health Behav. 2015 Jan;39(1):121-31. doi: 10.5993/AJHB.39.1.13.

Receptivity to e-cigarette marketing, harm perceptions, and e-cigarette use.

Author information

1
University of Hawaii Cancer Center, Honolulu, HI, USA. ppokhrel@cc.hawaii.edu.
2
University of Hawaii Cancer Center, Honolulu, HI, USA.
3
University of Hawaii Manoa Health Services, Honolulu, HI, USA.

Abstract

OBJECTIVE:

To test whether exposure and receptivity to e-cigarette marketing are associated with recent e-cigarette use among young adults through increased beliefs that e-cigarettes are less harmful than cigarettes.

METHODS:

Data were collected from 307 multiethnic 4- and 2-year college students; approximately equal proportions of current, never, and former cigarette smokers [mean age = 23.5 (SD = 5.5); 65% female].

RESULTS:

Higher receptivity to e-cigarette marketing was associated with perceptions that e-cigarettes are less harmful than cigarettes, which in turn, were associated with higher recent e-cigarette use.

CONCLUSIONS:

The findings provide preliminary support to the proposition that marketing of e-cigarettes as safer alternatives to cigarettes or cessation aids is associated with increased e-cigarette use among young adults. The findings have implications for development of e-cigarette regulations.

PMID:
25290604
PMCID:
PMC4877176
DOI:
10.5993/AJHB.39.1.13
[Indexed for MEDLINE]
Free PMC Article
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