The impact of flavors, health risks, secondhand smoke and prices on young adults’ cigarette and e‐cigarette choices: A discrete choice experiment.

Introduction:
This article presents the findings of a study that aimed to estimate young adults' preferences for cigarettes and e-cigarettes and how these preferences vary by policy-relevant factors. The study used a discrete choice experiment (DCE) to gather preference data, which can be useful for informing policy decisions. The DCE surveyed young adults' trade-offs across cigarettes and e-cigarettes and key policy-relevant attributes such as flavors, health effects, and prices.

Key Points:

* The study found that young adults fell into two broad categories: a 'prefer smoking group' and a 'prefer vaping group.'
* The 'prefer smoking group' preferred lower prices and healthier tobacco products, while the 'prefer vaping group' valued flavor options more.
* Banning all flavors in cigarettes and e-cigarettes might improve the health of young adults who ever tried either product.
* Increasing cigarette prices while not increasing the price of e-cigarettes could encourage some smokers to switch to e-cigarettes and reduce smoking rates.
* The study found that the 'prefer smoking group' and the 'prefer vaping group' may respond differently to taxes across cigarette types, suggesting that the substitutability and complementarity generated by differential price responses complicate determination of the optimal public health tax policy.

Main Message:
The study provides valuable insights into young adults' preferences for cigarettes and e-cigarettes and how these preferences vary by policy-relevant factors. The findings suggest that banning all flavors in cigarettes and e-cigarettes and increasing cigarette prices while not increasing the price of e-cigarettes could improve public health. However, the study also highlights the importance of considering the potential unintended consequences of policy interventions, such as the substitution and complementarity effects of differential price responses. Overall, the study emphasizes the need for policymakers to consider the complexity of young adults' preferences and behavior when developing tobacco regulations.

Buckell J, Sindelar JL. The impact of flavors, health risks, secondhand smoke and prices on young adults’ cigarette and e‐cigarette choices: A discrete choice experiment. Addiction. 2019;114(8):1427-1435. doi:10.1111/add.14610