title: The Impact of Flavor Descriptors on Nonsmoking Teens' and Adult Smokers' Interest in Electronic Cigarettes.
abstract: BACKGROUND
  Smokers switching completely from combustible cigarettes to electronic cigarettes (e-cigarettes) are likely to reduce health risk, suggesting that e-cigarettes should be made appealing to adult smokers. However, uptake of e-cigarettes by nonsmoking teens would add risk without benefit and should be avoided. Although e-cigarette flavors may appeal to adult smokers, the concern is that flavors might attract nonsmoking teens.
  
  
  METHODS
  Nonsmoking teens (n = 216, ages 13-17, no tobacco in past 6 months) and adult smokers (n = 432, ages 19-80, smoking 3+ years; could have used e-cigarettes) were recruited from an Internet research panel. In assessments completed online (May 22, 2014 to June 13, 2014), participants indicated their interest (0-10 scale) in e-cigarettes paired with various flavor descriptors. These were mixed (order balanced) with similar flavor offerings for ice cream and bottled water to mask the focus on e-cigarettes and validate the assessment. Mixed models contrasted interest between teens and adults and among adults by e-cigarette history.
  
  
  RESULTS
  Nonsmoking teens' interest in e-cigarettes was very low (mean = 0.41 ± 0.14 [SE] on 0-10 scale). Adult smokers' interest (1.73 ± 0.10), while modest, was significantly higher overall (p < .0001) and for each flavor (most p values < .0001). Teen interest did not vary by flavor (p = .75), but adult interest did (p < .0001). Past-30-day adult e-cigarette users had the greatest interest in e-cigarettes, and their interest was most affected by flavor. Adults who never tried e-cigarettes had the lowest interest, yet still higher than nonsmoking teens' interest (p < .0001).
  
  
  CONCLUSIONS
  The e-cigarette flavors tested appealed more to adult smokers than to nonsmoking teens, but interest in flavors was low for both groups.
authors.affiliation: Pinney Associates, Pittsburgh, PA; Department of Psychology, University of Pittsburgh, Pittsburgh, PA; shiffman@pinneyassociates.com.
authors.forename: Saul
authors.initials: S
authors.lastname: Shiffman
authors.affiliation: Pinney Associates, Pittsburgh, PA;
authors.forename: Mark A
authors.initials: MA
authors.lastname: Sembower
authors.affiliation: Pinney Associates, Pittsburgh, PA;
authors.forename: Janine L
authors.initials: JL
authors.lastname: Pillitteri
authors.affiliation: Pinney Associates, Pittsburgh, PA;
authors.forename: Karen K
authors.initials: KK
authors.lastname: Gerlach
authors.affiliation: Pinney Associates, Bethesda, MD.
authors.forename: Joseph G
authors.initials: JG
authors.lastname: Gitchell
mesh_terms: D000293:Adolescent; D000328:Adult; D000367:Age Factors; D000368:Aged; D000369:Aged, 80 and over; D001294:Attitude to Health; D003258:Consumer Behavior; D066300:Electronic Nicotine Delivery Systems / Q000523:psychology*; D005260:Female; D005421:Flavoring Agents; D006801:Humans; D008297:Male; D008875:Middle Aged; D012907:Smoking / Q000523:psychology; D016540:Smoking Cessation / Q000379:methods / Q000523:psychology; D000074606:Smoking Prevention; D055815:Young Adult
chemical_list: D005421:Flavoring Agents