Related Experiment Video
Updated: Jan 11, 2026
Comparing the Effects of Electronic Cigarette Vapor and Cigarette Smoke in a Novel In Vivo Exposure System
Published on: May 24, 2017
Young Adults' Responses to E-Cigarette Advertisements: An Examination for Potential Regulation
Elise M Stevens1, Donghee N Lee2, Seunghyun Kim3
1Division of Preventive and Behavioral Medicine, Department of Population and Quantitative Health Sciences, University of Massachusetts Chan Medical School, Worcester, Massachusetts.
Introduction:
E-cigarette use among young adults is strongly influenced by marketing strategies. Given the U.S. Food and Drug Administration's authority to regulate E-cigarette marketing, this study identified which advertisements and specific features are most appealing to young adults to inform potential regulatory action.
Study Design:
Using a within-subjects laboratory design, participants viewed 15 print E-cigarette advertisements from 3 brands (Blu, Juul, and MarkTen), each featuring combinations of people, descriptors, branding, and warnings during 2021-2022.
Setting/Participants:
Young adults (N=62; aged 18-26 years) who were susceptible to but not current E-cigarette users completed the study. While viewing advertisements, heart rate (attention) and eye tracking (visual attention) were continuously recorded. After each advertisement, participants rated perceived risk and motivation to avoid E-cigarettes.
Intervention:
All participants completed the same advertisement-viewing task. Self-reported message perceptions and psychophysiological indicators of cognition and emotion were collected. Data were integrated using a multiattribute decision-making framework to identify advertisements with the highest overall appeal.
Main Outcome Measures:
Primary outcomes included perceived risk, motivation to avoid, heart rate deceleration, visual attention, and recognition accuracy.
Results:
Data were analyzed from 2022 to 2025. Participants spent more time viewing descriptors and people than brand logos or warnings (p<0.001). Integrated rankings identified 2 Blu advertisements and 1 Juul advertisement as most appealing.
Conclusions:
People and descriptive language captured the most attention in E-cigarette advertisements. Limiting testimonials, switching language, and restricting advertisements to branding-only formats may reduce appeal among young adults and help prevent initiation.
More Related Videos
09:30A Microcontroller Operated Device for the Generation of Liquid Extracts from Conventional Cigarette Smoke and Electronic Cigarette Aerosol
Published on: January 18, 2018
06:39Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements
Published on: August 28, 2017
Related Concept Videos
01:29Stimulants
Cocaine can be administered via snorting, injection, or smoking. It primarily functions by blocking the reuptake of dopamine, resulting in a euphoric high characterized by an intense sensation of happiness and...
01:25Drug Regulation
01:25Statistical Methods for Analyzing Epidemiological Data
01:03Drug Control Governance: Regulatory Bodies and Their Impact
01:27Emerging Adulthood
01:23Drugs Acting on Autonomic Ganglia: Stimulants
Ganglionic stimulants activate NM nicotinic receptors in autonomic ganglia, falling into two categories: nicotine mimetics [e.g., lobeline, dimethylpiperazine, tetramethylammonium] and muscarinic receptor agonists [e.g., muscarine, methacholine]. The first category's action is rapid and blocked by nicotinic receptor antagonists, while the second category's action is delayed and blocked by atropine-like agents. Nicotine, an alkaloid, affects the heart rate by stimulating...