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Tobacco Marketing, E-cigarette Susceptibility, and Perceptions among Adults

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Objective: Understanding the impact of tobacco marketing on e-cigarette (EC) susceptibility and perceptions is essential to inform efforts to mitigate tobacco product burden on public health. Methods: Data were collected online in 2016 from 634 conventional cigarette (CC) smokers and 393 non-smokers using a convenience sample from Amazon Mechanical Turk. Logistic regression models, stratified by smoking status and adjusted for socio-demographics, examined the relationship among tobacco advertisements and coupons, EC and CC susceptibility, and EC perceptions. Results: Among non-smokers, increased exposure to tobacco advertising and receiving tobacco coupons was significantly related to measures of EC and CC susceptibility (p < .05). Older, more educated non-smokers had decreased odds of EC susceptibility (p < .05). Additionally, increased exposure to tobacco advertising was significantly associated with the perceptions of EC not containing nicotine and being less addictive than CC among smokers (p < .05). Conclusions: Increased exposure to tobacco advertising outlets could influence future EC and CC use in non-smokers and perceptions in smokers, while receiving coupons could affect EC and CC susceptibility among non-smokers. Future research is needed to determine whether policies to minimize exposure to tobacco marketing reduce EC use by decreasing susceptibility.
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Keywords: E-CIGARETTES; PERCEPTIONS; SUSCEPTIBILITY; TOBACCO MARKETING

Document Type: Research Article

Affiliations: 1: Post-doctoral Research Fellow, Department of Psychology, Department of Health Behavior and Policy, Virginia Commonwealth University, Richmond, VA;, Email: [email protected] 2: Doctoral Student, Department of Health Behavior and Policy, Virginia Commonwealth University, Richmond, VA 3: Doctoral Student, Department of Psychology, Virginia Commonwealth University, Richmond, VA 4: Assistant Professor, Department of Psychology, Virginia Commonwealth University, Richmond, VA 5: Associate Professor, Department of Health Behavior and Policy, Virginia Commonwealth University, Richmond, VA

Publication date: 01 September 2017

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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