title: Quantifying how smokers value attributes of electronic cigarettes.
abstract: BACKGROUND
  Rates of electronic cigarette (e-cigarette) use have increased quickly among US adults (3.3% in 2010 to 8.5% in 2013) and youth (4.5% in 2013 to 13.4% in 2014). As state and local governments consider regulatory policies, understanding what smokers believe about e-cigarettes and how they value e-cigarettes is important.
  
  
  METHODS
  Using data from a convenience sample of Florida adult smokers (N=765), we investigated the value smokers place on specific attributes of e-cigarettes (availability of flavours, effectiveness of e-cigarettes as a cessation aid, healthier alternative to regular cigarettes, ability to use e-cigarettes in public places) by asking smokers how much they would be willing to pay for e-cigarettes with and without each of these attributes.
  
  
  RESULTS
  For cigarette-only and dual users, losing the ability to use an e-cigarette as a quit aid and losing the harm reduction of an e-cigarette significantly reduced the price respondents were willing to pay for an e-cigarette. For cigarette-only users, not being able to use an e-cigarette indoors and losing flavours also significantly reduced the price respondents were willing to pay for an e-cigarette.
  
  
  CONCLUSIONS
  Our results suggest that smokers value multiple attributes of e-cigarettes. Our valuation measures also appear to align with smokers' beliefs about e-cigarettes.
authors.affiliation: RTI International, RTP, North Carolina, USA.
authors.forename: James
authors.initials: J
authors.lastname: Nonnemaker
authors.affiliation: RTI International, RTP, North Carolina, USA.
authors.forename: Annice E
authors.initials: AE
authors.lastname: Kim
authors.affiliation: RTI International, RTP, North Carolina, USA.
authors.forename: Youn Ok
authors.initials: YO
authors.lastname: Lee
authors.affiliation: RTI International, RTP, North Carolina, USA.
authors.forename: Anna
authors.initials: A
authors.lastname: MacMonegle
mesh_terms: D000328:Adult; D000368:Aged; D003132:Commerce; D003258:Consumer Behavior; D003430:Cross-Sectional Studies; D016527:Drug Costs; D066300:Electronic Nicotine Delivery Systems / Q000009:adverse effects / Q000191:economics / Q000523:psychology*; D005260:Female; D005431:Florida; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D008875:Middle Aged; D009538:Nicotine / Q000008:administration & dosage* / Q000009:adverse effects / Q000191:economics; D018722:Nicotinic Agonists / Q000008:administration & dosage* / Q000009:adverse effects / Q000191:economics; D010465:Perception; D012907:Smoking / Q000009:adverse effects / Q000191:economics / Q000523:psychology; D016540:Smoking Cessation / Q000191:economics / Q000379:methods* / Q000523:psychology*; D000074606:Smoking Prevention; D011795:Surveys and Questionnaires; D000072137:Vaping / Q000009:adverse effects / Q000191:economics; D055815:Young Adult
chemical_list: D018722:Nicotinic Agonists; D009538:Nicotine
keywords: Cessation; Electronic nicotine delivery devices; Tobacco industry