Effects of electronic cigarette liquid flavors and modified risk messages on perceptions and subjective effects of e-cigarettes.

Introduction:
This text is a summary of a scientific study examining the effects of electronic cigarette (e-cigarette) liquid flavors and modified risk messages on e-cigarette abuse liability, perceptions, and subjective effects among current cigarette smokers. The study used a 2 × 2 within-subjects factorial design and included two studies with different e-cigarette liquid flavors and hypothetical modified risk messages.

Key Points:

* The study included 17 participants in Study 1 and 19 participants in Study 2.
* The study used e-cigarettes with 70% propylene glycol/30% vegetable glycerin and a nicotine concentration of 36 mg/mL.
* The study used four e-cigarette conditions: tobacco-flavored and menthol-flavored with and without a message stating e-cigarettes had "reduced harm relative to cigarettes" in Study 1, and unflavored and cherry-flavored with and without a message stating e-cigarettes had "reduced exposure to carcinogens relative to cigarettes" in Study 2.
* The study measured perceptions and subjective effects using a visual analog scale.
* Participants generally endorsed own-brand cigarettes as more satisfying, pleasant, better tasting, and more calming than e-cigarettes.
* Participants rated menthol-flavored e-cigarettes as tasting better and yielding more enjoyable sensations in the throat and chest than tobacco-flavored e-cigarettes.
* Participants reported greater enjoyable throat and chest sensations for cherry e-cigarettes compared with unflavored e-cigarettes.
* Participants who tried the tobacco e-cigarette plus "reduced harm" message reported feeling less dizzy than those who tried the tobacco e-cigarette without a message.

Main Message:
The study provides evidence on the effects of e-cigarette liquid flavors and modified risk messages on e-cigarette abuse liability, perceptions, and subjective effects among current cigarette smokers. The results suggest that flavored e-cigarettes are generally viewed more positively than their less flavorful counterparts, and modified risk messages can affect subjective e-cigarette effects. The findings can inform policymakers and public health practitioners in developing effective regulations and health communications to help smokers switch to e-cigarettes.

Bono RS, Barnes AJ, Lester RC, Cobb CO. Effects of electronic cigarette liquid flavors and modified risk messages on perceptions and subjective effects of e-cigarettes. Health Education & Behavior. 2019;46(2):197-203. doi:10.1177/1090198118806965