Electronic cigarette (e-cigarette) use has grown in popularity in recent years among young adults. The rise in use has prompted concern that there may be renormalization of cigarettes and prevention smoking cessation. E-cigarettes have many similarities to cigarettes such as similar hand-to-mouth motion and vapor that resembles cigarette smoke. These factors have led to the hypothesis that e-cigarettes may be a gateway to cigarette use. Dual use of cigarettes and e-cigarettes is also a major public health concern. In 2015, 8.9% of young adults reported dual use. This study examines how exposure to vaping cues in e-cigarette advertisements influences descriptive and injunctive normative perceptions about cigarettes among young adults who report dual use.
The study’s sample consisted of 215 young adults age 21-30 years old from Boston who reported dual use of cigarettes and e-cigarettes during the past week. Participants were randomly assigned to one of three conditions: 1) vaping cue condition (viewed seven e-cigarette brand video advertisements with vaping cues), 2) no-vaping cues condition (viewed the same seven e-cigarette brand video advertisements with no vaping cues), 3) control condition (viewed seven beverage ads). Cigarette descriptive norms were assessed by asking participants to estimate how many Americans, people your age, people who are similar to you, and people who you discuss important matter with smoke cigarettes. Injunctive norms were measured by asking participants how favorably or unfavorably the same groups view smoking cigarettes in general and your smoking of cigarettes. Data was analyzed using regressions.
Results of the data analysis showed that those who viewed advertisements with vaping cues had significantly lower cigarette descriptive norm perceptions compared to those who watched the ads without vaping cues. In addition, those who viewed the advertisements with vaping cues had significantly reduced cigarette general and personal injunctive norm perceptions when compared to those who watched the ads without vaping cues.
Takeaway: Viewing e-cigarette advertisements with vaping cues led to decreased perceptions that smoking cigarettes was common and increased perceptions of other peoples’ unfavorable views towards cigarette smoking.