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Open Access Switching away from Cigarettes across 12 Months among Adult Smokers Purchasing the JUUL System

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This article is Open Access under the terms of the Creative Commons CC BY-NC-ND licence.

Objectives: In this study, we assessed complete switching away from cigarette smoking among adult smokers who purchased a JUUL Starter Kit (JSK). Methods: Adult (age ≥ 21) established smokers (smoked ≥ 100 lifetime cigarettes) who purchased a JSK in 2018 were invited to complete online surveys 1, 2, 3, 6, 9 and 12 months after initial JSK purchase. Point prevalence of switching (no past 30-day smoking) was assessed at each follow-up. Repeated measures logistic regression models evaluated associations of sociodemographic factors, baseline smoking characteristics and time-varying JUUL System ("JUUL") use characteristics and switching across the 12-month period. Results: Respondents (N = 17,986) were 55.0% male, 78.3% white, mean age = 32.65 years (SD = 10.81), mean baseline cigarettes/day = 11.10 (SD = 8.16). The proportion self-reporting switching increased over time: one-month (27.2%[3718/13,650]), 2-month (36.4%[4926/13,533]), 3-month (41.0%[5434/13,257]), 6-month (46.6%[5411/11,621]), 9-month (49.4%[6017/12,186]), and 12-month (51.2%[6106/11,919]); 33.1% reported switching at both 9-month and 12-month follow-ups. In prospective analyses, smokers with lower cigarette dependence, shorter smoking history, lower cigarette consumption, more frequent JUUL use, greater satisfaction from initial JUUL use, and higher JUUL dependence were significantly more likely to switch. Conclusions: Rates of switching with JUUL increased over time. Over 50% of respondents reported complete switching away from cigarettes 12 months following purchase. Greater use of and dependence on JUUL predicted switching.

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Keywords: CIGARETTE; ELECTRONIC NICOTINE DELIVERY SYSTEM; JUUL; SMOKING; SWITCHING

Document Type: Research Article

Affiliations: 1: Behavioral Scientist, Juul Labs Inc, Washington, DC, United States 2: Senior Scientific Advisor, PinneyAssociates Inc, Pittsburgh, PA, United States 3: Behavioral Science Research Associate, Juul Labs Inc, Washington, DC, United States 4: Director, Behavioral Affairs, Juul Labs Inc, Washington, DC, United States 5: Director of Health Economics and Policy Research, Juul Labs Inc, Washington, DC, United States 6: Senior Director, Behavioral Affairs, Juul Labs Inc, Washington, DC, United States

Publication date: May 1, 2021

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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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