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Signs and customer behaviors at vape shops: Multivariate multilevel model analysis
Jimi Huh1, Leah Meza1, Ellen Galstyan1
1Department of Preventive Medicine, Keck School of Medicine, University of Southern California, United States.
Vape shop displays influence customer behavior. E-cigarette safety signs correlate with more in-shop vaping, while quit smoking signs correlate with more e-liquid purchases.
Area of Science:
- Public Health
- Consumer Behavior
- Tobacco Control
Background:
- Vape shop display practices may influence customer behaviors.
- Hypothesized association between supportive vaping signs and purchasing/in-shop vaping.
Purpose of the Study:
- Examine the relationship between vape shop displays and customer purchasing/vaping behaviors.
- Investigate how specific signage impacts consumer actions within vape shops.
Main Methods:
- Recruited 122 vape shops in Southern California.
- Observed 254 customers and coded shop displays.
- Utilized multivariate multilevel analysis for nested data.
Main Results:
- Male customers more likely to purchase e-liquid (p < .001).
- More vaping observed with e-cigarette safety displays (p = .024).
- More e-liquid purchases observed with quit smoking signage (p = .004).
Conclusions:
- Certain vape shop displays may signal acceptability of in-shop vaping.
- Signage could influence customer purchasing decisions and behaviors.
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