Exposure to Vape Products Elicits Neural Activity Patterns Indicative of Approach Motivation Among Young People

Previous research exploring the impact of exposure to e-cigarette (vape) products has been limited by a reliance on self-report measures, responses to which require self-reflection and insight. The present study sought to address these limitations by using novel 'neural decoding' techniques to establish whether exposure to e-cigarette products triggers automatic and unconscious product approach tendencies. An electroencephalography (EEG) study was conducted in Australia. Participants (n = 38; 68% women; 17-23 years old) were presented with images of e-cigarette products for several seconds while their brain activity was recorded. The primary outcome variables were brain activity and ratings of product appeal, curiosity and wanting. Results suggest that young people's vape approach tendencies can be predicted from brain activity as early as 100-300 ms after exposure, and then again over a sustained time period 350-800 ms after exposure. These findings were not restricted to those who currently vape, with similar patterns observed in young people who had never vaped or had tried vaping products in the past. Findings provide neuroscientific evidence for the presence of fast and automatic processing of vape products, which results in immediate approach tendencies. This suggests that approach attitudes and behavioural intentions that occur in response to exposure to vape products precede deliberate processing, and that exposure to e-cigarette products has an immediate effect on young people's neural processing. This novel neural approach to understanding marketing for e-cigarettes offers valuable insights into how fast and automatic product-based marketing of e-cigarettes unfolds in young people's brains, with implications for product regulation.