The effect of electronic cigarette advertising on intended use among college students

. Aside from prohibiting health claims, there are presently no restrictions on electronic cigarette advertising in the U.S. Studies have shown college students have a positive view of e-cigarettes and use on campuses is increasing. The purpose of this study was to test if the appeal of e-cigarette advertisements and beliefs about the addictiveness of e-cigarettes may affect their uptake among college students.

The study was framed within the Theory of Reasoned Action, which posits that behavioral intention can be understood in terms of social norms and attitudes toward a behavior. We also included variables capturing appeal of e-cigarette advertisements, belief that e-cigarettes are not as addictive as cigarettes, and tobacco use. Attitudes toward e-cigarettes, perceived norms concerning their use, beliefs that e-cigarettes are not as addictive as cigarettes, and positive appraisal of e-cigarette advertising videos were all hypothesized to be independently positively associated with intention to use an e-cigarette. Data were collected through a survey of students at a major U.S. university (participation rate 78%, N=296). Participants were exposed to three e-cigarette video advertisements in random order.

In a regression analysis we found positive reaction to the ads and holding the belief that e-cigarettes are not as addictive were both independently associated with intention. Attitudes and norms were also associated but were controlled by inclusion of the other variables.

These findings suggest that advertising may promote the uptake of e-cigarettes and may do so in addition to current smoking and alternate tobacco use status.