American Indian Tribal College Students' Receptivity to Electronic Cigarette Marketing

Objectives: In this study, we examined the relationship between receptivity to electronic cigarette(E-cigs) marketing and associations with current prevalence by type of commercial tobacco (cigarettes vs E-cigs). Methods: Students (N=150) at a Midwestern Tribal College were surveyed about their use of various tobacco products and their exposure and receptivity to E-cigs marketing as a part of a larger mixed methods study. Results: Overall, 17.4% of respondents were current users of E-cigs, 13.4% smoked combustible cigarettes, 12.1% used other forms of tobacco, and 57.3% were non-users. Among respondents that used any tobacco, the largest proportion (40.6%) used E-cigs. Respondents that were receptive to accepting free E-cigs at social events from a company representative were much more likely to be a current E-cig user. Conclusions: Tribal college students are receptive to marketing for E-cigs. Given the high prevalence of tobacco use in this population, interventions are needed to curb receptivity to marketing.