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Updated: Mar 14, 2026

Comparing the Effects of Electronic Cigarette Vapor and Cigarette Smoke in a Novel In Vivo Exposure System

Comparing the Effects of Electronic Cigarette Vapor and Cigarette Smoke in a Novel In Vivo Exposure System

Published on: May 24, 2017

Using Experimental Auctions to Examine Demand for E-Cigarettes.

Richard O'Connor¹, Matthew C Rousu², Maansi Bansal-Travers¹

¹Department of Health Behavior, Roswell Park Cancer Institute, Buffalo, NY.

Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco

|September 25, 2016

Summary

Smokers show significant interest in electronic cigarettes (e-cigarettes) as an alternative to traditional tobacco. Advertising, particularly print ads, can increase demand for these potentially reduced harm products.

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Area of Science:

Consumer behavior research
Tobacco harm reduction
Public health

Background:

Electronic cigarettes (e-cigarettes) represent a new category of potentially reduced exposure products.
These products have attracted considerable interest from individuals who smoke traditional cigarettes.

Purpose of the Study:

To estimate the demand for e-cigarettes among smokers.
To evaluate the influence of advertising on smokers' willingness to pay for e-cigarettes.

Main Methods:

Experimental auctions were employed to assess demand and advertising impact.
The use of actual auctions minimizes hypothetical biases common in survey-based research.

Main Results:

Smokers demonstrated a clear demand for e-cigarettes.
Print advertisements were more effective than video advertisements in increasing demand for disposable e-cigarettes.
Demand was higher for reusable e-cigarettes compared to disposable ones.
Higher demand was observed among non-white participants and those willing to pay more for traditional cigarettes.

Conclusions:

Cigarette smokers are interested in e-cigarettes as substitutes for conventional products, with a preference for reusable options.
Advertising and messaging strategies can effectively influence this demand.
The appeal of these potentially reduced harm products suggests a significant opportunity for harm reduction if smokers transition completely.