Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task.

Introduction:
This text is a scientific report on a study analyzing the factors that influence the selection of electronic cigarettes (e-cigarettes) among young adults. The study employed a choice-based conjunctive analysis to determine utility scores for each attribute, including flavor, nicotine level, customizability, and use of e-cigarettes to manage appetite/food craving. The sample consisted of young adults who vape at least once a week.

Key Points:

* The study found that flavor was the most important attribute (48.1%).
* Confectionery and fruit flavors had the highest utility scores, while classic menthol and tobacco flavors had the lowest.
* Men and women differed in flavors, nicotine levels, and product messaging that appealed most.
* Among young adults who vape weekly, flavor is the most important factor in e-cigarette preferences.
* Gender also factors into e-cigarette preferences, especially for preferred nicotine level.
* The study highlights the importance of understanding preferences to inform public health efforts and policy making.

Main Message:
The study emphasizes the significance of flavor as the most critical factor in e-cigarette preferences among young adults who vape weekly. Additionally, it highlights gender differences in e-cigarette preferences, particularly in preferred nicotine levels. Understanding these preferences is essential for developing effective public health policies and regulations regarding e-cigarette use.

Baker AN, Wilson SJ, Hayes JE. Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task. Scientific reports. 2021;11(1):4689. doi:10.1038/s41598-021-84332-4