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Published on: May 24, 2017
An Examination of Perceptions of Similarity to Cigarettes, Health Risk Perceptions, and Willingness to Try Across
Christopher Berry1, Scot Burton2
1Marketing Department, College of Business, Colorado State University, Fort Collins, CO, USA.
Introduction:
This brief report examines how e-cigarette form affects perceptions of cigarette similarity, health risk evaluations, and willingness to try the product. The mediating roles of product form similarity to combustible cigarettes and perceived health risk across vapers and non-vapers are also assessed.
Aims And Methods:
A between-subjects experiment examines the effects of four product forms (a cigalike, a vape pen, a tank, and a pod/Juul) for 443 nonsmokers who are either current vapers or non-vapers. Multi-item measures are used to assess the mediating and outcome-dependent measures.
Results:
Results show that the product form affects similarity, and there are differences between vapers and non-vapers for all outcomes. Moderated mediation results show that (1) form similarity mediates the effects on health perceptions and differs between vapers and non-vapers and (2) there are serial mediation effects of form on willingness to try the different products.
Conclusions:
Electronic nicotine delivery systems product form matters. Similarity to combustible cigarettes influences health risk perceptions, and, in turn, there are effects on willingness to try the product. There are differences in mediation effects across current vapers and non-vapers. These results contribute to understanding reasons why the public health community should monitor and consider how manipulations in product form can affect and reduce health risk perceptions.
Implications:
Electronic nicotine delivery systems have evolved since their introduction to the market and are now comprised of product types that vary substantially in design and appearance. By changing form and reducing resemblance to cigarettes, these differences in product form are shown to have downstream consequences on health risk perceptions and willingness to try the product. The public health community needs to consider unconventional ways in which companies may reduce risk perceptions of youthful users and nonusers, even when there are no objective differences in risk across product types.
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