Analysis of on-pack messages for e-liquids: a discrete choice study.

Hoek, J; Gendall, P; Eckert, C; Louviere, J; Ling, P; Popova, L

Analysis of on-pack messages for e-liquids: a discrete choice study.

Hoek, J Gendall, P Eckert, C

Louviere, J Ling, P Popova, L

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Publisher:: BMJ Publishing Group
Publication Type:: Journal Article
Citation:: Tobacco Control, 2022, 31, (4), pp. 534-542
Issue Date:: 2022-01-25

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Field	Value	Language
dc.contributor.author	Hoek, J
dc.contributor.author	Gendall, P
dc.contributor.author	Eckert, C https://orcid.org/0000-0002-8573-6978
dc.contributor.author	Louviere, J
dc.contributor.author	Ling, P
dc.contributor.author	Popova, L
dc.date.accessioned	2022-11-02T23:34:46Z
dc.date.available	2020-12-08
dc.date.available	2022-11-02T23:34:46Z
dc.date.issued	2022-01-25
dc.identifier.citation	Tobacco Control, 2022, 31, (4), pp. 534-542
dc.identifier.issn	0964-4563
dc.identifier.issn	1468-3318
dc.identifier.uri	http://hdl.handle.net/10453/163173
dc.description.abstract	BACKGROUND: Policymakers wishing to encourage smokers unable to quit to switch to using electronic nicotine delivery systems (ENDS) also need to consider how to deter ENDS use among non-smokers. We examined whether reduced-risk messages could increase ENDS' appeal among smokers and if increased-risk messages could decrease appeal among susceptible non-smokers, occasional and former smokers. METHODOLOGY: An online discrete choice experiment tested three attributes: information message, nicotine content (0 mg or 3 mg) and flavour (tobacco, menthol or fruit). The sample comprised 352 current smokers, 118 occasional and former smokers, and 216 ENDS-susceptible never smokers. Smokers viewed reduced-risk messages that encouraged switching to ENDS, while other groups viewed increased-risk messages that discouraged ENDS use. All groups saw a typical addiction warning. We analysed the data by estimating multinomial logit regression and adjusted latent class analysis models. RESULTS: Relative to no message, reduced risk-messages increased the appeal of ENDS uptake among one class of smokers (33.5%) but decreased appeal among other smokers. However, among all smokers, reduced-risk messages increased preference more than a dissuasive addiction warning. By contrast, among occasional or former smokers, and susceptible non-smokers, all information messages discouraging ENDS use, including an addiction warning, decreased preference relative to no message. CONCLUSIONS: On-pack relative-risk messages about ENDS could make transition more attractive to smokers while increased-risk messages could deter ENDS uptake among susceptible non-smokers, occasional and former smokers. Communicating diverse messages via discrete channels could recognise heterogeneity among and between smokers and non-smokers.
dc.format	Print-Electronic
dc.language	eng
dc.publisher	BMJ Publishing Group
dc.relation.ispartof	Tobacco Control
dc.relation.isbasedon	10.1136/tobaccocontrol-2020-056033
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject.classification	Public Health
dc.subject.mesh	Electronic Nicotine Delivery Systems
dc.subject.mesh	Flavoring Agents
dc.subject.mesh	Humans
dc.subject.mesh	Nicotine
dc.subject.mesh	Smokers
dc.subject.mesh	Tobacco Products
dc.subject.mesh	Humans
dc.subject.mesh	Nicotine
dc.subject.mesh	Flavoring Agents
dc.subject.mesh	Tobacco Products
dc.subject.mesh	Smokers
dc.subject.mesh	Electronic Nicotine Delivery Systems
dc.title	Analysis of on-pack messages for e-liquids: a discrete choice study.
dc.type	Journal Article
utslib.citation.volume	31
utslib.location.activity	England
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access	*
pubs.consider-herdc	true
dc.date.updated	2022-11-02T23:34:42Z
pubs.issue	4
pubs.publication-status	Published
pubs.volume	31
utslib.citation.issue	4

Abstract:

BACKGROUND: Policymakers wishing to encourage smokers unable to quit to switch to using electronic nicotine delivery systems (ENDS) also need to consider how to deter ENDS use among non-smokers. We examined whether reduced-risk messages could increase ENDS' appeal among smokers and if increased-risk messages could decrease appeal among susceptible non-smokers, occasional and former smokers. METHODOLOGY: An online discrete choice experiment tested three attributes: information message, nicotine content (0 mg or 3 mg) and flavour (tobacco, menthol or fruit). The sample comprised 352 current smokers, 118 occasional and former smokers, and 216 ENDS-susceptible never smokers. Smokers viewed reduced-risk messages that encouraged switching to ENDS, while other groups viewed increased-risk messages that discouraged ENDS use. All groups saw a typical addiction warning. We analysed the data by estimating multinomial logit regression and adjusted latent class analysis models. RESULTS: Relative to no message, reduced risk-messages increased the appeal of ENDS uptake among one class of smokers (33.5%) but decreased appeal among other smokers. However, among all smokers, reduced-risk messages increased preference more than a dissuasive addiction warning. By contrast, among occasional or former smokers, and susceptible non-smokers, all information messages discouraging ENDS use, including an addiction warning, decreased preference relative to no message. CONCLUSIONS: On-pack relative-risk messages about ENDS could make transition more attractive to smokers while increased-risk messages could deter ENDS uptake among susceptible non-smokers, occasional and former smokers. Communicating diverse messages via discrete channels could recognise heterogeneity among and between smokers and non-smokers.

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http://hdl.handle.net/10453/163173