Vaping expectancies: a qualitative study among young adult nonusers, smokers, vapers, and dual users.

Introduction:
This article is a qualitative study that aimed to derive and refine e-cigarette expectancy themes among young adults. The study conducted focus groups and individual interviews with young adult nonusers, e-cigarette vapers, cigarette smokers, and dual users to assess beliefs about the effects of e-cigarettes. The constant comparative method was used to derive themes from transcripts.

Key points:

* Four main themes emerged from the results: Positive Reinforcement, Social Benefits, Negative affect Reduction, and Negative Consequences.
* Each theme contained three associated subthemes.
* Positive Reinforcement included Sensorimotor Experiences, Taste, and Stimulation.
* Social Benefits included Social Facilitation, Influence on Others, and Convenience.
* Negative affect Reduction was controversial among user groups, but vaping was seen as more interesting than smoking and thus more effective at boredom reduction.
* Young adults were uncertain regarding negative consequences, but appreciated a potential for secondhand effects.
* Participants were young (M = 20.78 years, SD = 2.36) and majority male (n = 34, 69.4%).
* Most participants were students (n = 25, 51.0%).
* Mean carbon monoxide readings were consistent with self-report of cigarette smoking status.

Main message:
The study found that previously identified smoking expectancies appear relevant for young adult vaping, with some notable refinements. Positive reinforcement aspects encompassed aerosol clouds, vaping tricks, and unique flavors. Social benefits included influencing others via social media and competitive activity, as well as the convenience of use in a variety of places. Negative affect reduction was controversial among user groups, but vaping was seen as more interesting than smoking and thus more effective at boredom reduction. Young adults were uncertain regarding negative consequences, but appreciated a potential for secondhand effects. Measure refinement via qualitative research and future field testing can enhance our understanding of this relatively new behavior, supporting tobacco control surveillance, marketing/labeling regulations, and counter-advertising development/evaluation.

harrell PT, Brandon Th, England KJ, et al. Vaping expectancies: a qualitative study among young adult nonusers, smokers, vapers, and dual users. Substance abuse: Research and Treatment. 2019;13:12. doi:10.1177/1178221819866210