Related Experiment Video
Updated: Feb 11, 2026
Comparing the Effects of Electronic Cigarette Vapor and Cigarette Smoke in a Novel In Vivo Exposure System
Published on: May 24, 2017
Effects of E-Cigarette Health Warnings and Modified Risk Ad Claims on Adolescent E-Cigarette Craving and
J Craig Andrews1, Darren Mays2, Richard G Netemeyer3
1Department of Marketing, Marquette University, Milwaukee, WI.
Introduction:
A between-subjects experiment examines the effects of different warning types and modified risk e-cigarette ad claims on adolescent e-cigarette craving and future e-cigarette susceptibility for two different themes. One theme focuses on nicotine and addiction, and the other on the effects of potentially harmful constituents (eg, flavored chemicals and lung disease).
Methods:
The effects of warning type (control, text-only, graphic health warning [GHW] and text) and modified risk e-cigarette ad claims (control, exposure reduction, risk reduction) are tested experimentally with two different arms (themes) for a sample of 1011 adolescents who had tried either e-cigarettes or cigarettes.
Results:
For addiction, the text-only warning led to significantly less e-cigarette susceptibility than the no warning control condition. As expected, there were no differences between the GHW + text condition and text-only or control conditions for e-cigarette craving. An interaction between warning type and modified risk claims revealed significantly fewer e-cigarette cravings and less susceptibility for the text-only warning and no claim (control) condition than for any other condition. For fatal lung disease, the GHW + text condition led to fewer e-cigarette cravings and less susceptibility than the text-only warning and no warning (control) conditions.
Conclusions:
Warning type effects can be very different under different themes (eg, addiction, fatal lung disease). In general, our results point to the effectiveness of the text-only warning for addiction and GHW + text for fatal lung disease. Relative exposure and risk modification claims (eg, less nicotine; less addicting) tend to undercut addiction warnings.
Implications:
More than one type of e-cigarette warning may be necessary as e-cigarette research evolves. Our results show different warning type effects (eg, text-only; GHW + text) on e-cigarette craving and future susceptibility for adolescent experimenters depending on the risk theme (eg, addiction; lung disease) and presence of ad claims (eg, exposure and risk reduction). As research emerges on risks associated with e-cigarette use, it is important to first know what at-risk populations (eg, adolescents) believe about such risks. Such research will aid our understanding of what types of warnings might be most effective, especially in the presence of ad claims.
More Related Videos
Related Concept Videos
01:11Testing a Claim about Mean: Known Population SD
Estimating a population mean requires the samples to be distributed normally. The data should be collected from the randomly selected samples having no sampling bias. The sample size needed to be higher than 30, and most importantly, the population standard deviation should be already known.
In most realistic situations, the population standard deviation is often unknown, but in rare circumstances, when it...
01:24Testing a Claim about Population Proportion
There are two methods of testing a claim about a population proportion: (1) Using the sample proportion from the data where a binomial distribution is approximated to the normal distribution and (2) Using the binomial probabilities calculated from the data.
The first method uses normal distribution as an approximation to the binomial distribution. The requirements are as follows: sample size is large...
01:19Testing a Claim about Standard Deviation
The hypothesis testing for the claim of population standard deviation (or variance) requires the data and samples to be random and unbiased. The population distribution also must be normal. There is no specific requirement on the sample size as the estimation is based on the chi-square distribution.
As a first step, the hypothesis (null and alternative) concerning the claim about...
01:21Testing a Claim about Mean: Unknown Population SD
Estimating a population mean requires the samples to be approximately normally distributed. The data should be collected from the randomly selected samples having no sampling bias. There is no specific requirement for sample size. But if the sample size is less than 30, and we don't know the population standard deviation, a different approach is used;...
01:18Cognitive Development During Adolescence
01:12Relative Risk