title: Receptivity to e-cigarette marketing, harm perceptions, and e-cigarette use.
abstract: OBJECTIVE
  To test whether exposure and receptivity to e-cigarette marketing are associated with recent e-cigarette use among young adults through increased beliefs that e-cigarettes are less harmful than cigarettes.
  
  
  METHODS
  Data were collected from 307 multiethnic 4- and 2-year college students; approximately equal proportions of current, never, and former cigarette smokers [mean age = 23.5 (SD = 5.5); 65% female].
  
  
  RESULTS
  Higher receptivity to e-cigarette marketing was associated with perceptions that e-cigarettes are less harmful than cigarettes, which in turn, were associated with higher recent e-cigarette use.
  
  
  CONCLUSIONS
  The findings provide preliminary support to the proposition that marketing of e-cigarettes as safer alternatives to cigarettes or cessation aids is associated with increased e-cigarette use among young adults. The findings have implications for development of e-cigarette regulations.
authors.affiliation: University of Hawaii Cancer Center, Honolulu, HI, USA. ppokhrel@cc.hawaii.edu.
authors.forename: Pallav
authors.initials: P
authors.lastname: Pokhrel
authors.affiliation: University of Hawaii Cancer Center, Honolulu, HI, USA.
authors.forename: Pebbles
authors.initials: P
authors.lastname: Fagan
authors.affiliation: University of Hawaii Cancer Center, Honolulu, HI, USA.
authors.forename: Lisa
authors.initials: L
authors.lastname: Kehl
authors.affiliation: University of Hawaii Manoa Health Services, Honolulu, HI, USA.
authors.forename: Thaddeus A
authors.initials: TA
authors.lastname: Herzog
mesh_terms: D000293:Adolescent; D000328:Adult; D066300:Electronic Nicotine Delivery Systems / Q000009:adverse effects / Q000523:psychology* / Q000706:statistics & numerical data*; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D040541:Marketing; D012907:Smoking / Q000523:psychology; D016540:Smoking Cessation / Q000379:methods* / Q000523:psychology*; D055815:Young Adult