Vaping Flavors and Flavor Representation: a Test of Youth Risk Perceptions, Novelty Perceptions, and Susceptibility.

Introduction:
This text presents the results of an experiment investigating the impact of vaping flavors and flavor representations on middle school youth's perceptions and susceptibility towards vaping products. The study aims to contribute to the ongoing debate about regulating flavored vaping products, particularly in balancing the benefits to adult smokers and the risks to youth. The researchers varied the flavor (tobacco vs fruit) and flavor representation (flavor color, flavor image) on the vaping packages viewed by the participants. The study measured the youths' risk perceptions, novelty perceptions, susceptibility, and behavioral intentions towards vaping.

Key Points:

* The study included 176 middle school youth, aged 11-14 years, recruited using qualtrics' national, quota-based sampling approach.
* The participants were randomly assigned to view one of four flavor/flavor presentation conditions, with each image displayed for a minimum of 15 seconds.
* Risk perceptions, novelty perceptions, susceptibility, and behavioral intentions were measured using validated scales.
* There was no significant difference in risk perceptions based on the vaping package condition, but risk perceptions were lower among past 30-day vapers.
* Participants who viewed fruit-flavored packages with flavor color and a flavor image had higher novelty perceptions than those who viewed tobacco-flavored packages with flavor color and a flavor image.
* Participants who viewed fruit-flavored packages with flavor color and a flavor image had higher susceptibility than those who viewed fruit-flavored packages without flavor color or flavor image.
* a post-hoc analysis found that higher risk perceptions were associated with lower intentions to vape, while higher susceptibility was associated with higher intentions to vape.

Main Message:
The study suggests that restricting the use of flavor color and flavor image on vaping product packaging might reduce the appeal and interest in trying vaping products among youth, while still keeping them available for adult smokers seeking alternatives to cigarettes. The findings demonstrate that both the flavor image and the flavor color are necessary to significantly lower novelty and susceptibility among youth. however, additional research is needed to determine how adult smokers would respond to variations in flavor presentation on electronic nicotine products and other regulatory approaches such as restricting flavor descriptors and selling products in adult-only shops.

Katz SJ, Petersen a, Liu h, Cohen E, hatsukami D. Vaping Flavors and Flavor Representation: a Test of Youth Risk Perceptions, Novelty Perceptions, and Susceptibility. Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco. 2023;25(3):590-595. doi:10.1093/ntr/ntac192