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The Mediating Effect of E-Cigarette Harm Perception in the Relationship between E-Cigarette Advertising Exposure and E-Cigarette Use

Author

Listed:
  • Nan Jiang

    (Department of Population Health, Grossman School of Medicine, New York University, New York, NY 10016, USA)

  • Shu Xu

    (School of Global Public Health, New York University, New York, NY 10003, USA)

  • Le Li

    (Department of Population Health, Grossman School of Medicine, New York University, New York, NY 10016, USA)

  • Omar El-Shahawy

    (Department of Population Health, Grossman School of Medicine, New York University, New York, NY 10016, USA
    School of Global Public Health, New York University, New York, NY 10003, USA)

  • Nicholas Freudenberg

    (School of Public Health, City University of New York, New York, NY 10027, USA)

  • Jenni A. Shearston

    (Mailman School of Public Health, Columbia University, New York, NY 10032, USA)

  • Scott E. Sherman

    (Department of Population Health, Grossman School of Medicine, New York University, New York, NY 10016, USA
    Department of Medicine, VA New York Harbor Healthcare System, New York, NY 10010, USA)

Abstract

Exposure to e-cigarette advertising is associated with e-cigarette use among young people. This study examined the mediating effect of e-cigarette harm perception on the above relationship. Cross-sectional survey data were collected from 2112 college students in New York City in 2017–2018. The analytic sample comprised 2078 participants (58.6% females) who provided completed data. Structural equal modeling was performed to examine if e-cigarette harm perception mediated the relationship between e-cigarette advertising exposure (via TV, radio, large signs, print media, and online) and ever e-cigarette use and susceptibility to e-cigarette use. About 17.1% of participants reported ever e-cigarette use. Of never users, 17.5% were susceptible to e-cigarette use. E-cigarette advertising exposure was mainly through online sources (31.5%). Most participants (59.4%) perceived e-cigarettes as equally or more harmful than cigarettes. Advertising exposure showed different effects on e-cigarette harm perception depending on the source of the advertising exposure, but perceiving e-cigarettes as less harmful than cigarettes was consistently associated with e-cigarette use and susceptibility. Low harm perception mediated the association between advertising exposure (via online, TV, and radio) and ever e-cigarette use and between online advertising exposure and e-cigarette use susceptibility. Regulatory actions are needed to address e-cigarette marketing, particularly on the Internet.

Suggested Citation

  • Nan Jiang & Shu Xu & Le Li & Omar El-Shahawy & Nicholas Freudenberg & Jenni A. Shearston & Scott E. Sherman, 2022. "The Mediating Effect of E-Cigarette Harm Perception in the Relationship between E-Cigarette Advertising Exposure and E-Cigarette Use," IJERPH, MDPI, vol. 19(10), pages 1-10, May.
  • Handle: RePEc:gam:jijerp:v:19:y:2022:i:10:p:6215-:d:819892
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    References listed on IDEAS

    as
    1. Kimberly G. Wagoner & David M. Reboussin & Jessica L. King & Elizabeth Orlan & Jennifer Cornacchione Ross & Erin L. Sutfin, 2019. "Who Is Exposed to E-Cigarette Advertising and Where? Differences between Adolescents, Young Adults and Older Adults," IJERPH, MDPI, vol. 16(14), pages 1-11, July.
    2. Jessica K. Pepper & Kurt M. Ribisl & Sherry L. Emery & Noel T. Brewer, 2014. "Reasons for Starting and Stopping Electronic Cigarette Use," IJERPH, MDPI, vol. 11(10), pages 1-17, October.
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