The Impact of Flavor Descriptors on Nonsmoking Teens’ and Adult Smokers’ Interest in Electronic Cigarettes

Introduction:
This text is a summary of an original investigation published in the Nicotine & Tobacco Research journal in 2015. The study examines the impact of flavor descriptors on the interest of nonsmoking teens and adult smokers in electronic cigarettes. The study aims to understand whether e-cigarette flavors appeal more to adult smokers than to nonsmoking teens and to what extent. The study also explores the role of flavor preferences in ice cream and bottled water as a point of comparison.

Key Points:

* The study compared the interest of nonsmoking teens and adult smokers in e-cigarettes with various flavor descriptors.
* The study recruited 216 nonsmoking teens and 432 adult smokers from an online research panel.
* Participants rated their interest in e-cigarettes paired with various flavor descriptors, mixed with similar flavor offerings for ice cream and bottled water to validate the assessment.
* Nonsmoking teens' interest in e-cigarettes was very low, and flavor descriptors had no significant influence on their interest.
* Adult smokers' interest in e-cigarettes was significantly higher than that of nonsmoking teens, and their interest varied significantly by flavor.
* Tobacco-related flavors had the highest appeal among adult smokers, but other flavors demonstrated considerable appeal, especially among those already using e-cigarettes.
* Participants also rated their interest in the same flavors in ice cream and bottled water products, which provided some validation of the methodology.

Main Message:
The main message of the study is that certain e-cigarette flavors appeal considerably more to adult smokers than to nonsmoking teens. While nonsmoking teens showed very low interest in e-cigarettes, adult smokers were significantly more interested, and their interest was affected by flavors. Tobacco-related flavors had the highest appeal among adult smokers, but other flavors also demonstrated considerable appeal, especially among those already using e-cigarettes. The study suggests that further research is needed to examine whether flavored e-cigarettes have differential appeal to adult smokers and whether flavors help adult smokers reduce and eventually eliminate their use of combustible cigarettes. Overall, the study provides valuable insights into the role of flavor descriptors in the appeal of e-cigarettes to different populations.

Shiffman, Saul, Mark A Sembower, Janine L Pillitteri, Karen K Gerlach, and Joseph G Gitchell. “The Impact of Flavor Descriptors on Nonsmoking Teens’ and Adult Smokers’ Interest in Electronic Cigarettes.” Nicotine & Tobacco Research 17, no. 10 (October 1, 2015): 1255–62. https://doi.org/10.1093/ntr/ntu333.