The Role of Flavor in Electronic Cigarette Use and Appeal.

This dissertation outlines several important studies and pieces of literature related to flavored e-cigarette appeal and association with the TAS2R38 gene variants. It finds no relation between TAS2R38 and smoking status but does find that "{i}n choice-based conjoint analysis, flavor was the most important factor in eCig
appeal in a cohort of 18-to-30-year old individuals, followed by product
messaging and nicotine level. Men and women differed in the elements that were
most appealing, suggesting gender differences in the factors contributing to eCig
appeal. Women rated flavor as more important than men did, while men rated
nicotine level and flavor about equally" and conlcudes that effective policy would strike a balance between harm reduction and reducing flavor appeal to underage users.

Baker AN. The Role of Flavor in Electronic Cigarette Use and Appeal. Ph.D. The Pennsylvania State University; 2020.