Randomized experimental test of a reduced-exposure message for an e-cigarette: effects on risk perceptions

Area of Science:

• Tobacco regulatory science
• Risk communication
• Public health interventions

Background:

• Adults who smoke (AWS) switching to e-cigarettes reduce exposure to harmful chemicals.
• Perception of e-cigarettes as less harmful influences switching behavior.
• Most AWS perceive e-cigarettes as equally or more harmful than traditional cigarettes.

Purpose of the Study:

• To assess how communicating reduced exposure from e-cigarettes affects risk perceptions among smokers, dual users, and nonusers.
• To evaluate the impact of a reduced-exposure message on the perceived risk differential (PRD) between e-cigarettes and smoking.

Main Methods:

• A randomized experiment involving adults who smoke (AWS), dual users (DU), and nonusers.
• Participants viewed an advertisement for JUUL with or without a reduced-exposure message.
• Assessments of perceived risk for smoking and e-cigarettes were conducted post-exposure.

Main Results:

• Among AWS, the message decreased perceived risk of JUUL and increased perceived risk of smoking, widening the PRD.
• Among DU, the message increased perceived risk of smoking but did not alter perceived risk of JUUL.
• Among nonusers, the message decreased perceived risk of JUUL without affecting perceived risk of smoking.

Conclusions:

• Accurate communication about reduced exposure from e-cigarettes can shift risk perceptions.
• This communication strategy shows potential public health benefits by altering the PRD between smoking and e-cigarettes.
• Targeted messaging may be effective in encouraging harm reduction among different user groups.