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Young Adult Correlates of IQOS Curiosity, Interest, and Likelihood of Use

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Objectives: Philip Morris International's heated tobacco product, Marlboro IQOS, is available internationally and soon will be marketed in the United States (US). We examined correlates of curiosity, interest, and likelihood to use IQOS among US young adults. Methods: Young adults ages 18-30 years (N = 346) were recruited online, viewed a description of IQOS, and completed measures of socio-demographic characteristics, perceived risks, curiosity, interest, and likelihood to use IQOS. Results: Males had greater curiosity, interest, and likelihood to use IQOS than females. Individuals with household income of $50,000-$75,000 were more curious than those with household income of greater than $75,000. Cigarette smokers, e-cigarette and dual users had greater curiosity, interest, and likelihood of use than non-tobacco users. Non-white individuals and older young adults had greater likelihood of use. Greater perceived risks of IQOS were negatively associated with curiosity, interest, and likelihood of use. Conclusions: Among young adults, IQOS has greater appeal among males, non-whites, those who are older, those with household income of $50,000-$75,000, cigarette smokers, e-cigarette and dual users, and those with fewer perceived risks of IQOS. Research on public education communicating the potential risks of IQOS to vulnerable young adults is warranted.
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Document Type: Research Article

Publication date: March 1, 2020

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  • Tobacco Regulatory Science (Electronic ISSN 2333-9748) is a rigorously peer-reviewed online scientific journal for the dissemination of research relevant to the regulation of tobacco products. The journal content includes a broad array of research domains, including chemistry, biology, behavior, community, and population-level surveillance and epidemiology, as well as knowledge syntheses (eg, meta-analyses or state-of-the-art reviews) and analytic modeling. All articles describe the policy relevance of the research outcomes. Given the global nature of tobacco regulation, particularly as a result of international and national policies, Tobacco Regulatory Science publishes high quality research that is relevant to global regulatory needs and requirements. Tobacco Regulatory Science is published electronically 6 times per year.
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