Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task

Abstract Electronic cigarette use—vaping—is increasingly popular. Various product factors may influence an individual’s choice of e-cigarette. To provide an evidence base for e-cigarette regulation, a better understanding of the role different product attributes play in product preferences is needed...

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Autores principales:	Allison N. Baker, Stephen J. Wilson, John E. Hayes
Formato:	article
Lenguaje:	EN
Publicado:	Nature Portfolio 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/8b80e9b4083a4c16bfaed922379f29a7
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spelling	oai:doaj.org-article:8b80e9b4083a4c16bfaed922379f29a72021-12-02T15:54:03ZFlavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task10.1038/s41598-021-84332-42045-2322https://doaj.org/article/8b80e9b4083a4c16bfaed922379f29a72021-02-01T00:00:00Zhttps://doi.org/10.1038/s41598-021-84332-4https://doaj.org/toc/2045-2322Abstract Electronic cigarette use—vaping—is increasingly popular. Various product factors may influence an individual’s choice of e-cigarette. To provide an evidence base for e-cigarette regulation, a better understanding of the role different product attributes play in product preferences is needed. Here, we used conjoint analysis to quantify different factors that influence e-cigarettes choices, including flavors, nicotine level, customizability, or use of e-cigarettes to manage appetite/food craving. Young adults completed a set of choice-based conjoint tasks online. Choice Based Conjoint analysis (CBC) was used to determine utility scores for each attribute. Young adults (n = 587) who vaped at least once per week were included in analyses; gender differences were explored. Flavor was the most important attribute (48.1%), followed by product messaging (21.0%) and nicotine level (15.3%). Within flavor, confectionery and fruit flavors had the highest utility scores, while classic menthol and tobacco flavors had the lowest. Men and women differed in flavors, nicotine levels, and product messaging that appealed most. Among young adults who vape weekly, flavor is the most important factor in e-cigarette preferences. Gender also factors into e-cigarette preferences, especially for preferred nicotine level. Understanding why individuals choose particular e-cigarette products will help inform public health efforts and policy making.Allison N. BakerStephen J. WilsonJohn E. HayesNature PortfolioarticleMedicineRScienceQENScientific Reports, Vol 11, Iss 1, Pp 1-9 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Allison N. Baker Stephen J. Wilson John E. Hayes Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task
description	Abstract Electronic cigarette use—vaping—is increasingly popular. Various product factors may influence an individual’s choice of e-cigarette. To provide an evidence base for e-cigarette regulation, a better understanding of the role different product attributes play in product preferences is needed. Here, we used conjoint analysis to quantify different factors that influence e-cigarettes choices, including flavors, nicotine level, customizability, or use of e-cigarettes to manage appetite/food craving. Young adults completed a set of choice-based conjoint tasks online. Choice Based Conjoint analysis (CBC) was used to determine utility scores for each attribute. Young adults (n = 587) who vaped at least once per week were included in analyses; gender differences were explored. Flavor was the most important attribute (48.1%), followed by product messaging (21.0%) and nicotine level (15.3%). Within flavor, confectionery and fruit flavors had the highest utility scores, while classic menthol and tobacco flavors had the lowest. Men and women differed in flavors, nicotine levels, and product messaging that appealed most. Among young adults who vape weekly, flavor is the most important factor in e-cigarette preferences. Gender also factors into e-cigarette preferences, especially for preferred nicotine level. Understanding why individuals choose particular e-cigarette products will help inform public health efforts and policy making.
format	article
author	Allison N. Baker Stephen J. Wilson John E. Hayes
author_facet	Allison N. Baker Stephen J. Wilson John E. Hayes
author_sort	Allison N. Baker
title	Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task
title_short	Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task
title_full	Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task
title_fullStr	Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task
title_full_unstemmed	Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task
title_sort	flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task
publisher	Nature Portfolio
publishDate	2021
url	https://doaj.org/article/8b80e9b4083a4c16bfaed922379f29a7
work_keys_str_mv	AT allisonnbaker flavorandproductmessagingarethetwomostimportantdriversofelectroniccigaretteselectioninachoicebasedtask AT stephenjwilson flavorandproductmessagingarethetwomostimportantdriversofelectroniccigaretteselectioninachoicebasedtask AT johnehayes flavorandproductmessagingarethetwomostimportantdriversofelectroniccigaretteselectioninachoicebasedtask
_version_	1718385460841021440

Flavor and product messaging are the two most important drivers of electronic cigarette selection in a choice-based task

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