309881
Quantifying how smokers value different attributes of electronic cigarettes
Methods: Data from the Florida Online Smokers Survey (N=765), a convenience sample of smokers in Florida, was used to assess smokers’ attitudes/beliefs about and willingness to pay for e-cigarettes. Willingness to purchase e-cigarettes, willingness to pay for e-cigarettes with various attributes, and importance of each attribute was measured.
Results: Current dual users (conventional cigarette and e-cigarette) were willing to pay more for e-cigarettes than current exclusive cigarette smokers. Compared with full featured e-cigarettes (assumed to be less harmful than conventional cigarettes, used indoors, effective cessation aids, and available in flavors), current dual users valued e-cigarettes 7.3% less if they were just as harmful as conventional cigarettes and 7.6% less if they could not be used indoors. Current exclusive cigarette smokers valued e-cigarettes 27.4% less if they were just as harmful as conventional cigarettes, 19.8% less if could not be used indoors, 15.5% less if they do not aid in cessation, and 8.1% less if not available in flavors.
Discussion: Results suggest current dual users value e-cigarettes for harm reduction and to circumvent indoor air policies while current exclusive cigarette smokers also value use for cessation and availability of flavors. Implications for future study and potential regulation are discussed.
Learning Areas:
Public health or related researchLearning Objectives:
Compare what attributes conventional cigarette smokers and dual users value about e-cigarettes.
Discuss implications for population benefits and harms due to conventional cigarette smokers' use of e-cigarettes.
Keyword(s): Public Health Research, Tobacco Use
Qualified on the content I am responsible for because: I have published peer reviewed papers on the use, attitudes and beliefs, and marketing associated with cigarettes and other tobacco products.
Any relevant financial relationships? No
I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.