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Unboxed: US Young Adult Tobacco Users’ Responses to a New Heated Tobacco Product

The heated tobacco product (HTP) IQOS was authorized for sale in the US in 2019. We investigated how young adults with experience using multiple tobacco products reacted to, perceived, and developed interest in IQOS, informing policies that might prevent HTPs from becoming ubiquitous. We used a nove...

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Autores principales: Kim, Minji, Watkins, Shannon Lea, Koester, Kimberly A., Mock, Jeremiah, Kim, Hyunjin Cindy, Olson, Sarah, Harvanko, Arit Michael, Ling, Pamela M.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7662359/
https://www.ncbi.nlm.nih.gov/pubmed/33153143
http://dx.doi.org/10.3390/ijerph17218108
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author Kim, Minji
Watkins, Shannon Lea
Koester, Kimberly A.
Mock, Jeremiah
Kim, Hyunjin Cindy
Olson, Sarah
Harvanko, Arit Michael
Ling, Pamela M.
author_facet Kim, Minji
Watkins, Shannon Lea
Koester, Kimberly A.
Mock, Jeremiah
Kim, Hyunjin Cindy
Olson, Sarah
Harvanko, Arit Michael
Ling, Pamela M.
author_sort Kim, Minji
collection PubMed
description The heated tobacco product (HTP) IQOS was authorized for sale in the US in 2019. We investigated how young adults with experience using multiple tobacco products reacted to, perceived, and developed interest in IQOS, informing policies that might prevent HTPs from becoming ubiquitous. We used a novel qualitative method in which 33 young adult tobacco users in California (fall 2019) “unboxed” an IQOS device, tobacco sticks, and marketing materials and narrated their impressions and opinions. We conducted content and thematic analyses of participants’ reactions, sensory experiences, and interest. Multiple attributes influenced appeal for participants, including sleek electronic design, novel technology, perceived harmfulness, complexity, and high cost. The “no smoke” claim and heating technology suggested that smoking IQOS was safer than smoking cigarettes. Public health programs should closely monitor HTP marketing and uptake, particularly as “reduced exposure” claims were authorized in July 2020. Evidence-based regulations (e.g., requiring plain packaging for tobacco sticks), actions addressing IQOS’ unique attributes (e.g., regulating device packaging to reduce high-tech appeal), and public education might help to counter the appeal generated by potentially misleading IQOS marketing tactics.
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spelling pubmed-76623592020-11-14 Unboxed: US Young Adult Tobacco Users’ Responses to a New Heated Tobacco Product Kim, Minji Watkins, Shannon Lea Koester, Kimberly A. Mock, Jeremiah Kim, Hyunjin Cindy Olson, Sarah Harvanko, Arit Michael Ling, Pamela M. Int J Environ Res Public Health Article The heated tobacco product (HTP) IQOS was authorized for sale in the US in 2019. We investigated how young adults with experience using multiple tobacco products reacted to, perceived, and developed interest in IQOS, informing policies that might prevent HTPs from becoming ubiquitous. We used a novel qualitative method in which 33 young adult tobacco users in California (fall 2019) “unboxed” an IQOS device, tobacco sticks, and marketing materials and narrated their impressions and opinions. We conducted content and thematic analyses of participants’ reactions, sensory experiences, and interest. Multiple attributes influenced appeal for participants, including sleek electronic design, novel technology, perceived harmfulness, complexity, and high cost. The “no smoke” claim and heating technology suggested that smoking IQOS was safer than smoking cigarettes. Public health programs should closely monitor HTP marketing and uptake, particularly as “reduced exposure” claims were authorized in July 2020. Evidence-based regulations (e.g., requiring plain packaging for tobacco sticks), actions addressing IQOS’ unique attributes (e.g., regulating device packaging to reduce high-tech appeal), and public education might help to counter the appeal generated by potentially misleading IQOS marketing tactics. MDPI 2020-11-03 2020-11 /pmc/articles/PMC7662359/ /pubmed/33153143 http://dx.doi.org/10.3390/ijerph17218108 Text en © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Kim, Minji
Watkins, Shannon Lea
Koester, Kimberly A.
Mock, Jeremiah
Kim, Hyunjin Cindy
Olson, Sarah
Harvanko, Arit Michael
Ling, Pamela M.
Unboxed: US Young Adult Tobacco Users’ Responses to a New Heated Tobacco Product
title Unboxed: US Young Adult Tobacco Users’ Responses to a New Heated Tobacco Product
title_full Unboxed: US Young Adult Tobacco Users’ Responses to a New Heated Tobacco Product
title_fullStr Unboxed: US Young Adult Tobacco Users’ Responses to a New Heated Tobacco Product
title_full_unstemmed Unboxed: US Young Adult Tobacco Users’ Responses to a New Heated Tobacco Product
title_short Unboxed: US Young Adult Tobacco Users’ Responses to a New Heated Tobacco Product
title_sort unboxed: us young adult tobacco users’ responses to a new heated tobacco product
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7662359/
https://www.ncbi.nlm.nih.gov/pubmed/33153143
http://dx.doi.org/10.3390/ijerph17218108
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