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Sources of Awareness of JUUL E-cigarettes in 2 Surveys of Adults in the United States

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Objectives: Since their introduction in 2015, JUUL e-cigarettes have gained >60% of the United States (US) 2018 retail market share among branded e-cigarette companies. The sources through which consumers learn about JUUL e-cigarettes is not known. Methods: We assessed the sources of awareness about JUUL through 2 cross-sectional surveys of US adults (Survey 1: 502 18-24 year-olds; Survey 2: 803 smokers age 18+). Primary measures were awareness of JUUL and sources through which participants learned about JUUL. Results: Awareness of JUUL was greater among smokers and younger adults (age <30). Common sources of awareness were advertisements, news, and word-of-mouth. Conclusions: This study is the first to identify sources through which never, non-current ever, and current smokers learned about JUUL e-cigarettes. Regulatory efforts and educational interventions may opt to focus on these channels.
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Keywords: ADVERTISING; COMMUNICATION; ELECTRONIC CIGARETTES (E-CIGARETTES); INFORMATION SEEKING; MARKETING; TOBACCO CONTROL

Document Type: Research Article

Affiliations: 1: Assistant Professor, Department of Health, Behavior and Society, Johns Hopkins University Bloomberg School of Public Health, Baltimore, MD;, Email: [email protected] 2: Post-doctoral Fellow, Division of Intramural Research, National Institute on Minority Health and Health Disparities, Bethesda, MD 3: Assistant Professor, Division of Population Sciences, Dana-Farber Cancer Institute, Boston, MA 4: Associate Professor, Geisel School of Medicine at Dartmouth, The Dartmouth Institute for Health Policy & Clinical Practice, Lebanon, NH 5: Research Fellow, Division of Population Sciences, Dana-Farber Cancer Institute, Boston, MA 6: Stadtman Investigator, Division of Intramural Research, National Institute on Minority Health and Health Disparities, Bethesda, MD

Publication date: March 1, 2019

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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.

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