Young Adults’ Favorable Perceptions of Snus, Dissolvable Tobacco Products, and Electronic Cigarettes: Findings From a Focus Group Study

Introduction:
This text is a summary of a focus group study examining young adults' perceptions of snus, dissolvable tobacco products, and electronic cigarettes. The study explores participants' perceptions of the products' harmfulness, potential as quit aids, and intention to try them. The study also examines whether these perceptions differ by gender and socioeconomic level.

Key Points:

* The study involved 66 young adults between 18 and 26 years old, recruited from colleges in the Minneapolis-St. Paul metropolitan area.
* Participants were assigned to groups based on their gender and education level.
* The discussion guide included topics such as perceptions of new tobacco products, their harmfulness relative to cigarettes, and potential as quit aids.
* Participants generally reported positive perceptions of the new products, particularly because they came in flavors.
* Few negative perceptions were reported, but some participants believed these products were less harmful than cigarettes and helpful in quitting smoking.
* Participants also commented that these products could be gateways to cigarette smoking.
* Half of the participants, including a mix of smokers and nonsmokers, admitted they would try these products if offered by a friend.
* The study did not find major differences in perceptions by gender or education level.

Main Message:
The main message of this study is that young adults perceive new tobacco products positively and are willing to experiment with them. The study suggests that eliminating flavors in these products may reduce young adults' intentions to try them. The study also highlights the need for further research on the potential gateway effect of these products and the importance of developing effective tobacco control policies to prevent smoking initiation and promote cessation.

Choi, Kelvin, Lindsey Fabian, Neli Mottey, Amanda Corbett, and Jean Forster. “Young Adults’ Favorable Perceptions of Snus, Dissolvable Tobacco Products, and Electronic Cigarettes: Findings From a Focus Group Study.” American Journal of Public Health 102, no. 11 (November 2012): 2088–93. https://doi.org/10.2105/AJPH.2011.300525.