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Adolescents’ responses to the promotion and flavouring of e-cigarettes

Author

Listed:
  • Allison Ford

    (University of Stirling
    University of Stirling)

  • Anne Marie MacKintosh

    (University of Stirling
    University of Stirling)

  • Linda Bauld

    (University of Stirling
    University of Stirling)

  • Crawford Moodie

    (University of Stirling
    University of Stirling)

  • Gerard Hastings

    (University of Stirling
    University of Stirling)

Abstract

Objectives The purpose of the study is to examine adolescents’ awareness of e-cigarette marketing and investigate the impact of e-cigarette flavour descriptors on perceptions of product harm and user image. Methods Data come from the 2014 Youth Tobacco Policy Survey, a cross-sectional in-home survey conducted with 11–16 year olds across the UK (n = 1205). Adolescents’ awareness of e-cigarette promotion, brands, and flavours was assessed. Perceptions of product harm, and likely user of four examples of e-cigarette flavours was also examined. Results Some participants had tried e-cigarettes (12 %) but regular use was low (2 %) and confined to adolescents who had also smoked tobacco. Most were aware of at least one promotional channel (82 %) and that e-cigarettes came in different flavours (69 %). Brand awareness was low. E-cigarettes were perceived as harmful (M = 3.54, SD = 1.19) but this was moderated by product flavours. Fruit and sweet flavours were perceived as more likely to be tried by young never smokers than adult smokers trying to quit (p

Suggested Citation

  • Allison Ford & Anne Marie MacKintosh & Linda Bauld & Crawford Moodie & Gerard Hastings, 2016. "Adolescents’ responses to the promotion and flavouring of e-cigarettes," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 61(2), pages 215-224, March.
    • Handle: RePEc:spr:ijphth:v:61:y:2016:i:2:d:10.1007_s00038-015-0769-5
    DOI: 10.1007/s00038-015-0769-5
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    References listed on IDEAS

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    1. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    2. Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
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    Cited by:

    1. Choi, Hye Jeong & Yu, Mansoo & Sacco, Paul, 2018. "Racial and ethnic differences in patterns of adolescent tobacco users: A latent class analysis," Children and Youth Services Review, Elsevier, vol. 84(C), pages 86-93.
    2. Jaana M. Kinnunen & Hanna Ollila & Pirjo L. Lindfors & Arja H. Rimpelä, 2016. "Changes in Electronic Cigarette Use from 2013 to 2015 and Reasons for Use among Finnish Adolescents," IJERPH, MDPI, vol. 13(11), pages 1-13, November.
    3. Kim A. G. J. Romijnders & Liesbeth Van Osch & Hein De Vries & Reinskje Talhout, 2018. "Perceptions and Reasons Regarding E-Cigarette Use among Users and Non-Users: A Narrative Literature Review," IJERPH, MDPI, vol. 15(6), pages 1-19, June.

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