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Published on: May 24, 2017
E-cigarette Product Preferences among Adult Smokers: A Discrete Choice Experiment
Ce Shang1, Scott R Weaver1, Justin S White1
1Ce Shang, Assistant Professor, Department of Pediatrics, Oklahoma Tobacco Research Center, University of Oklahoma Health Sciences Center, Oklahoma City, OK. Scott R. Weaver, Research Associate Professor, Department of Population Health Sciences, School of Public Health, Georgia State University, Atlanta, GA. Justin S. White, Assistant Professor, Philip R. Lee Institute for Health Policy Studies, University of California, San Francisco, San Francisco, CA. Jidong Huang, Associate Professor, Department of Health Policy and Behavioral Sciences, School of Public Health, Georgia State University, Atlanta, GA. James Nonnemaker, Senior Research Scientist, RTI International Research Triangle Park, Durham, NC. Kai-Wen Cheng, Assistant Professor, Department of Health Administration, Governors State University, University Park, IL. Frank J. Chaloupka, Professor, Division of Health Policy and Administration, School of Public Health, University of Illinois at Chicago, Chicago, IL.
Objectives:
In this study, we used a discrete choice experiment (DCE) conducted August-October 2017 to examine electronic nicotine delivery systems (ENDS) product preferences in a national sample of adult smokers (N = 1154) who were also using ENDS or had not ruled out future use.
Methods:
The DCE evaluated 5 ENDS attributes: relative harm; effectiveness for helping smokers quit; nicotine strength; flavor; and price. We asked participants to choose among their own cigarettes, 2 ENDS products whose attributes varied across tasks, or none. We analyzed ENDS preferences using multinomial, nested, and mixed logit regressions.
Results:
Smokers preferred ENDS that are less harmful than cigarettes, are effective in helping smokers quit, are lower priced, and are not menthol-flavored. The marginal willingness to pay for an ENDS product was $8.40 when less harmful than cigarettes, $4.13 when of unknown effectiveness in helping quitting ($13.90 when effective), and $3.37 when ENDS are not menthol-flavored. Furthermore, the overall flavor preference is driven by tobacco smokers, not by menthol cigarette smokers who do prefer menthol-flavored ENDS.
Conclusions:
Policies that affect perceptions of ENDS effectiveness in promoting cessation and their relative harm may alter smokers' ENDS preferences. Regulating flavors and price also may influence adult smokers' ENDS preference.
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