What drives public perceptions of e-cigarettes? A mixed-methods study exploring reasons behind adults’ perceptions of e-cigarettes in Northern England.

Introduction:
This text provides an analysis of a mixed-methods study examining adults' perceptions of e-cigarettes in Northern England. The study aimed to identify the most common reasons behind adults' perceptions of the relative harm of e-cigarettes compared to traditional cigarettes and their effectiveness for smoking cessation.

Key Points:

* The study surveyed 1646 adults in Northern England using quota sampling to ensure socio-demographic representativeness.
* Participants were asked about their perceptions of e-cigarettes' relative harm and effectiveness for smoking cessation, and were prompted to provide open-ended responses explaining their perceptions.
* Content analysis was performed on the open-ended responses to categorize reasons for participants' perceptions.
* The most common reasons for agreeing that e-cigarettes were less harmful than traditional cigarettes were that they produce no smoke and fewer toxins.
* The most common reasons for disagreeing that e-cigarettes were less harmful than traditional cigarettes were a perceived lack of trustworthy research and safety issues.
* The most common reason for being undecided about the relative harm of e-cigarettes was a lack of knowledge.
* The most common reasons for agreeing that e-cigarettes were effective for smoking cessation were that they successfully replace smoking and receive positive feedback from family, friends, and healthcare professionals.
* The most common reasons for disagreeing that e-cigarettes were effective for smoking cessation were that they perpetuate nicotine addiction and contain nicotine.
* Lacking knowledge of or experience with e-cigarettes were the most common reasons for being undecided about their efficacy for smoking cessation.

Main Message:
The study highlights the importance of addressing concerns about the safety and trustworthiness of research on e-cigarettes to promote informed perceptions of their relative harm compared to traditional cigarettes. Additionally, messaging about e-cigarettes' ability to replicate the behavioral aspects of smoking and deliver nicotine may promote more positive perceptions of their effectiveness for smoking cessation.

Arshad H, Jackson SE, Kock L, Ide-Walters C, Tattan-Birch H. What drives public perceptions of e-cigarettes? A mixed-methods study exploring reasons behind adults’ perceptions of e-cigarettes in Northern England. Drug and alcohol dependence. 2023;245:109806. doi:10.1016/j.drugalcdep.2023.109806