title: Preferred flavors and reasons for e-cigarette use and discontinued use among never, current, and former smokers.
abstract: OBJECTIVE
  To compare e-cigarette flavors preferred and reasons for use and discontinued use across never, current, and former e-cigarette users and cigarette smokers.
  
  
  METHODS
  We recruited 1567 participants aged 18-34 years through Facebook ads targeting tobacco users and nonusers in August 2014 to complete an online survey. We assessed tobacco use, preferred flavors, and reasons for e-cigarette use and discontinued use.
  
  
  RESULTS
  Our sample was 49 % male, 87 % White; 56 % current cigarette smokers; and 53 % e-cigarette users. Current e-cigarette users used an average of 20.9 days in the past 30 (SD = 11.7) and 55.2 puffs/day (SD = 37.3). Compared to never and current smokers, former smokers used e-cigarettes more frequently (p's <0.001). Among users and nonusers, the most preferred was fruit flavors, and the most commonly reported reason for e-cigarette use was "they might be less harmful than cigarettes". The most endorsed reason for discontinued e-cigarette use was "using other tobacco products instead". Never, current, and former smokers had distinct reasons for e-cigarette use and discontinued use and differed in flavor preferences.
  
  
  CONCLUSIONS
  Regulating marketing and flavors may impact e-cigarette uptake by young adults.
authors.affiliation: Department of Behavioral Sciences and Health Education, Emory University School of Public Health, 1518 Clifton Rd NE, Room 524, Atlanta, GA, 30322, USA. cjberg@emory.edu.
authors.forename: Carla J
authors.initials: CJ
authors.lastname: Berg
mesh_terms: D000293:Adolescent; D000328:Adult; D066300:Electronic Nicotine Delivery Systems / Q000706:statistics & numerical data*; D005260:Female; D005421:Flavoring Agents; D006801:Humans; D008297:Male; D040541:Marketing / Q000706:statistics & numerical data*; D012907:Smoking; D016540:Smoking Cessation / Q000706:statistics & numerical data*; D011795:Surveys and Questionnaires; D055815:Young Adult
chemical_list: D005421:Flavoring Agents
keywords: E-cigarettes; Harm reduction; Smoking cessation; Tobacco control; Tobacco marketing