Summary
Introduction:
This text is a summary of a research paper examining the influence of e-cigarette product characteristics on consumer perceptions and trial intentions among Canadians. The study used a discrete choice experiment to investigate the impact of four e-cigarette product attributes: flavour, nicotine content, health warning statements, and price. The study's findings provide valuable insights for regulators seeking to balance competing public health priorities.
Key Points:
* The study used an online discrete choice experiment with 915 Canadians, divided into three subpopulations: non-smoking youth and young adults, smoking youth and young adults, and smoking adults.
* Participants were presented with choice sets featuring different combinations of e-cigarette product attributes and asked to select one or indicate 'none of the above' for three outcomes: interest in trying, perceived harm, and usefulness in quitting smoking.
* Health warning was the most important attribute influencing participants' intentions to try e-cigarettes (42%) and perceived efficacy as a quit aid (39%). Both flavour (36%) and health warnings (35%) significantly predicted perceptions of product harm.
* Younger non-smokers showed interest in trying various e-cigarette flavours, while younger smokers preferred products with cherry flavour and medium nicotine content. Older smokers strongly preferred tobacco-flavoured products and appeared quite averse to trying products with other flavours.
* Participants who had tried an e-cigarette in the past were more interested in trying cherry-flavoured e-cigarettes and perceived tobacco-flavoured products as being more likely to help someone quit smoking.
* Consumers were more likely to choose less expensive e-cigarettes, consistent with the behaviour of consumers of tobacco products.
* The study has some limitations, including the use of a convenience sample and the non-inclusion of all possible attribute-level combinations.
Main Message:
The findings of this study indicate that consumers make trade-offs with respect to e-cigarette product characteristics, and that these trade-offs vary across different subpopulations. Given that health warnings and flavour were weighted most important by consumers in this study, these may represent good targets for e-cigarette regulatory frameworks. The development of such frameworks should be guided by evidence regarding the potential benefits and harms to various subpopulations, with the overall aim of improving public health.
Citation
Czoli, Christine D, Maciej Goniewicz, Towhidul Islam, Kathy Kotnowski, and David Hammond. “Consumer Preferences for Electronic Cigarettes: Results from a Discrete Choice Experiment.” Tobacco Control 25, no. e1 (April 2016): e30–36. https://doi.org/10.1136/tobaccocontrol-2015-052422.
