Perceived risk of electronic cigarettes compared with combustible cigarettes: direct versus indirect questioning.

Introduction:
This text is a summary of a research study examining the perceived risk of electronic cigarettes compared to combustible cigarettes. The study aims to determine if the method of questioning affects the participants' responses.

Key Points:

* The study analyzed data from the 2017 Tobacco Products and Risk Perceptions Survey.
* Comparative risk of cigarettes and e-cigarettes was measured in two ways: direct (single question) and indirect (separate questions).
* When asked directly, 33.9% of participants identified e-cigarettes as less harmful than cigarettes, while 42.1% did so when asked indirectly.
* 25.3% of participants did not know the relative harm of e-cigarettes compared to cigarettes when asked directly, while 27.1% did not know when asked indirectly.
* The mean indirect score for all participants indicated that they perceive e-cigarettes as less harmful than cigarettes.
* Adults, regardless of tobacco use history, are more likely to assess e-cigarettes as less harmful than cigarettes when asked indirectly than when asked directly.
* The correlation between the indirect and direct comparative risk scores was moderate.

Main Message:
The study suggests that the method of questioning significantly impacts participants' responses regarding the perceived risk of electronic cigarettes compared to combustible cigarettes. To accurately assess perceptions of e-cigarette harms, multiple methods of questioning should be used. The use of both direct and indirect risk questions in research and regulatory matters can provide a more comprehensive understanding of public perceptions of novel tobacco products.

Churchill V, Nyman AL, Weaver SR, Yang B, Huang J, Popova L. Perceived risk of electronic cigarettes compared with combustible cigarettes: direct versus indirect questioning. Tobacco control. Published online June 16, 2020. doi:10.1136/tobaccocontrol-2019-055404