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Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task
Electronic cigarette use—vaping—is increasingly popular. Various product factors may influence an individual’s choice of e-cigarette. To provide an evidence base for e-cigarette regulation, a better understanding of the role different product attributes play in product preferences is needed. Here, w...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Nature Publishing Group UK
2021
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7907091/ https://www.ncbi.nlm.nih.gov/pubmed/33633330 http://dx.doi.org/10.1038/s41598-021-84332-4 |
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author | Baker, Allison N. Wilson, Stephen J. Hayes, John E. |
author_facet | Baker, Allison N. Wilson, Stephen J. Hayes, John E. |
author_sort | Baker, Allison N. |
collection | PubMed |
description | Electronic cigarette use—vaping—is increasingly popular. Various product factors may influence an individual’s choice of e-cigarette. To provide an evidence base for e-cigarette regulation, a better understanding of the role different product attributes play in product preferences is needed. Here, we used conjoint analysis to quantify different factors that influence e-cigarettes choices, including flavors, nicotine level, customizability, or use of e-cigarettes to manage appetite/food craving. Young adults completed a set of choice-based conjoint tasks online. Choice Based Conjoint analysis (CBC) was used to determine utility scores for each attribute. Young adults (n = 587) who vaped at least once per week were included in analyses; gender differences were explored. Flavor was the most important attribute (48.1%), followed by product messaging (21.0%) and nicotine level (15.3%). Within flavor, confectionery and fruit flavors had the highest utility scores, while classic menthol and tobacco flavors had the lowest. Men and women differed in flavors, nicotine levels, and product messaging that appealed most. Among young adults who vape weekly, flavor is the most important factor in e-cigarette preferences. Gender also factors into e-cigarette preferences, especially for preferred nicotine level. Understanding why individuals choose particular e-cigarette products will help inform public health efforts and policy making. |
format | Online Article Text |
id | pubmed-7907091 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | Nature Publishing Group UK |
record_format | MEDLINE/PubMed |
spelling | pubmed-79070912021-02-26 Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task Baker, Allison N. Wilson, Stephen J. Hayes, John E. Sci Rep Article Electronic cigarette use—vaping—is increasingly popular. Various product factors may influence an individual’s choice of e-cigarette. To provide an evidence base for e-cigarette regulation, a better understanding of the role different product attributes play in product preferences is needed. Here, we used conjoint analysis to quantify different factors that influence e-cigarettes choices, including flavors, nicotine level, customizability, or use of e-cigarettes to manage appetite/food craving. Young adults completed a set of choice-based conjoint tasks online. Choice Based Conjoint analysis (CBC) was used to determine utility scores for each attribute. Young adults (n = 587) who vaped at least once per week were included in analyses; gender differences were explored. Flavor was the most important attribute (48.1%), followed by product messaging (21.0%) and nicotine level (15.3%). Within flavor, confectionery and fruit flavors had the highest utility scores, while classic menthol and tobacco flavors had the lowest. Men and women differed in flavors, nicotine levels, and product messaging that appealed most. Among young adults who vape weekly, flavor is the most important factor in e-cigarette preferences. Gender also factors into e-cigarette preferences, especially for preferred nicotine level. Understanding why individuals choose particular e-cigarette products will help inform public health efforts and policy making. Nature Publishing Group UK 2021-02-25 /pmc/articles/PMC7907091/ /pubmed/33633330 http://dx.doi.org/10.1038/s41598-021-84332-4 Text en © The Author(s) 2021 Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/. |
spellingShingle | Article Baker, Allison N. Wilson, Stephen J. Hayes, John E. Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task |
title | Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task |
title_full | Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task |
title_fullStr | Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task |
title_full_unstemmed | Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task |
title_short | Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task |
title_sort | flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7907091/ https://www.ncbi.nlm.nih.gov/pubmed/33633330 http://dx.doi.org/10.1038/s41598-021-84332-4 |
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