Device color influences e-cigarette flavor expectations, perception, and appeal

Area of Science:

• Sensory science
• Consumer behavior
• Public health

Background:

• Color is known to influence flavor perception in foods.
• The effect of e-cigarette device color on flavor perception is not well understood.
• E-cigarette flavor is a key factor in product appeal and use.

Purpose of the Study:

• To investigate how e-cigarette device color affects flavor perception and appeal.
• To determine if color influences expectations and experiences of e-cigarette flavor.
• To inform potential product regulations regarding e-cigarette color.

Main Methods:

• A mixed design study with 63 e-cigarette users.
• Manipulated device color (red, green, reference), flavor (tobacco, flavorless), and route of administration (seeing, smelling, vaping).
• Participants rated flavor attributes using visual analogue scales.

Main Results:

• Red and green e-cigarettes were expected to be liked more and perceived as sweeter, sourer, and fruitier than reference devices.
• These expectations were confirmed during use; red and green devices were rated higher in liking, wanting, familiarity, sourness, and fruitiness.
• Color effects were independent of e-cigarette flavor or route of administration.

Conclusions:

• E-cigarette device color significantly influences both expected and experienced flavor perception and appeal.
• These findings suggest that device color should be considered in flavor restriction policies for e-cigarettes.
• Regulating e-cigarette color may be a strategy to mitigate appeal, particularly among vulnerable populations.