Quantifying how smokers value different attributes of electronic cigarettes

Background: Electronic cigarettes (e-cigarettes) sales and marketing are increasing rapidly. Various attributes of these products may appeal to current conventional cigarette smokers and influence use patterns that affect potential population benefits or harms. Understanding the value smokers place on these attributes of e-cigarettes is needed to inform potential regulation of these products.

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.