How U.S. adults describe various tobacco products and marijuana: The successes and failures of tobacco industry marketing and public health

Use rates of alternative tobacco products and marijuana have increased. We examined the extent to which positive and negative descriptors were associated with various tobacco products and marijuana among 2,500 U.S. adults recruited through an online survey panel. In 2013, we conducted a cross-sectional survey assessing tobacco and marijuana use and which of 24 descriptive words participants associated with tobacco products and marijuana. In the past month, 36.7% used cigarettes, 5.7% large cigars, 6.6% little cigars, 4.9% cigarillos, 3.5% hookah, 7.6% e-cigarettes, 3.7% chew, and 9.9% marijuana. We identified the two descriptors most commonly associated with each product: cigarettes - addictive (70.5%) and smelly (60.0%); cigars - smelly (53.8%) and risky (45.7%); hookah - unattractive (34.3%) and risky (36.9%); e-cigarettes - unattractive (32.0%) and risky (26.5%); chew - gross (56.3%) and unattractive (55.0%); and marijuana - smelly (47.2) and risky (53.9%). We also examined which product was most commonly associated with each descriptor: cigarettes - addictive (70.5%); social (24.7%); stressed out (33.7%); depressed (21.8%); glamorous (4.8%); smelly (60.0%); and risky (54.1%); cigars - sophisticated (9.9%); macho (14.3%); and mature (12.1%); hookah - sexy (5.6%); worldly (13.5%); and exotic (18.1%); e-cigarettes - safe (18.6%) and trendy or hip (13.0%); chew - rugged (15.7%); gross (56.3%); dirty (53.3%); and unattractive (55.0%); and marijuana - rebellious (33.9%); youthful (17.5%); party (39.7%); cool (9.8%); and intriguing (9.4%). The attributes assigned to these products align with strategies attempting to promote these products; however, these products are generally perceived negatively. This information could inform counter-marketing efforts.