title: Impact of Exposure to Electronic Cigarette Advertising on Susceptibility and Trial of Electronic Cigarettes and Cigarettes in US Young Adults: A Randomized Controlled Trial.
abstract: BACKGROUND
  This study assessed the impact of brief exposure to four electronic cigarette (e-cigarette) print advertisements (ads) on perceptions, intention, and subsequent use of e-cigarettes and cigarettes in US young adults.
  
  
  METHODS
  A randomized controlled trial was conducted in a national sample of young adults from an online panel survey in 2013. Participants were randomized to ad exposure or control. Curiosity, intentions, and perceptions regarding e-cigarettes were assessed post-exposure and e-cigarette and cigarette use at 6-month follow-up. Analyses were conducted in 2014.
  
  
  RESULTS
  Approximately 6% of young adults who had never used an e-cigarette at baseline tried an e-cigarette at 6-month follow-up, half of whom were current cigarette smokers at baseline. Compared to the control group, ad exposure was associated with greater curiosity to try an e-cigarette (18.3% exposed vs. 11.3% unexposed, AOR = 1.63, 95% CI = 1.18, 2.26) among never e-cigarette users and greater likelihood of e-cigarette trial at follow-up (3.6% exposed vs. 1.2% unexposed, AOR = 2.85; 95% CI = 1.07, 7.61) among never users of cigarettes and e-cigarettes. Exploratory analyses did not find an association between ad exposure and cigarette trial or past 30-day use among never users, nor cigarette use among smokers over time. Curiosity mediated the relationship between ad exposure and e-cigarette trial among e-cigarette never users.
  
  
  CONCLUSIONS
  Exposure to e-cigarette ads may enhance curiosity and limited trial of e-cigarettes in never users. Future studies are needed to examine the net effect of curiosity and trial of e-cigarettes on longer-term patterns of tobacco use.
  
  
  CONCLUSIONS
  This randomized trial provides the first evidence of the effect of e-cigarette advertising on a behavioral outcome in young adults. Compared to the control group, ad exposure was associated with greater curiosity to try an e-cigarette among never e-cigarette users and greater likelihood of e-cigarette trial at follow-up in a small number of never e-cigarette users and greater likelihood of e-cigarette trial at follow-up among never users of cigarettes and e-cigarettes.
authors.affiliation: Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative, Washington, DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD; avillanti@truthinitiative.org.
authors.forename: Andrea C
authors.initials: AC
authors.lastname: Villanti
authors.affiliation: Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD; Evaluation Science and Research, Truth Initiative, Washington, DC;
authors.forename: Jessica M
authors.initials: JM
authors.lastname: Rath
authors.affiliation: Evaluation Science and Research, Truth Initiative, Washington, DC;
authors.forename: Valerie F
authors.initials: VF
authors.lastname: Williams
authors.affiliation: Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative, Washington, DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD;
authors.forename: Jennifer L
authors.initials: JL
authors.lastname: Pearson
authors.affiliation: Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative, Washington, DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD; Department of Health Behavior, UNC Gillings School of Global Public Health, Chapel Hill, NC;
authors.forename: Amanda
authors.initials: A
authors.lastname: Richardson
authors.affiliation: Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative, Washington, DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD; Department of Oncology, Lombardi Comprehensive Cancer Center, Georgetown University Medical Center, Washington, DC.
authors.forename: David B
authors.initials: DB
authors.lastname: Abrams
authors.affiliation: Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative, Washington, DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD;
authors.forename: Raymond S
authors.initials: RS
authors.lastname: Niaura
authors.affiliation: Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD; Evaluation Science and Research, Truth Initiative, Washington, DC;
authors.forename: Donna M
authors.initials: DM
authors.lastname: Vallone
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising; D001290:Attitude; D066300:Electronic Nicotine Delivery Systems / Q000523:psychology* / Q000706:statistics & numerical data; D005106:Exploratory Behavior; D005260:Female; D006801:Humans; D033182:Intention; D008297:Male; D011336:Probability; D012907:Smoking / Q000523:psychology*; D016540:Smoking Cessation; D011795:Surveys and Questionnaires; D062789:Tobacco Products / Q000706:statistics & numerical data*; D064424:Tobacco Use; D014029:Tobacco Use Disorder; D055815:Young Adult