What Motivates Smokers to Switch to ENDS? A Qualitative Study of Perceptions and Use.

Introduction:
This article reports the results of a qualitative study examining the perceptions and factors that influence smokers' decisions to switch to electronic nicotine delivery systems (ENDS). The study conducted 12 online focus groups with smokers who had never tried using ENDS, currently used both cigarettes and ENDS, used but discontinued ENDS, and switched completely to ENDS. Thematic analysis was used to interpret the transcripts.

Key Points:

* Participants described initial interest in trying ENDS in hopes of quitting smoking and because of convenience.
* Risk perceptions and higher prices relative to cigarettes were reported as disadvantages of ENDS that discouraged initiation.
* Dual Users and Rejectors reported product problems and dissatisfaction as factors that lowered their substitutability for cigarettes or led to discontinuing ENDS use.
* Switchers indicated that satisfaction, lack of product problems, and perceived safety facilitated successfully switching from cigarette smoking to exclusive ENDS use.
* However, Switchers reported trying many products before they found ones that satisfied their needs.
* Participants recommended that policymakers consider the potential impact of tobacco control policies on smokers' motivation and ability to switch completely from cigarettes to ENDS.

Main Message:
The study provides valuable insights into the perceptions and factors that influence smokers' decisions to switch to ENDS. The findings suggest that smokers' motivation and ability to switch completely from cigarettes to ENDS may be affected by tobacco control policies, and policymakers should consider these factors when developing and implementing such policies. The study also highlights the importance of addressing product problems and dissatisfaction to facilitate successful switching to ENDS. Overall, the results emphasize the need for a comprehensive and balanced approach to tobacco control that considers the potential benefits and harms of ENDS.

Evans AT, Henderson KC, Geier A, et al. What Motivates Smokers to Switch to ENDS? A Qualitative Study of Perceptions and Use. International journal of environmental research and public health. 2020;17(23). doi:10.3390/ijerph17238865