title: "It's not smoke. It's not tar. It's not 4000 chemicals. Case closed": Exploring attitudes, beliefs, and perceived social norms of e-cigarette use among adult users.
abstract: BACKGROUND
  Electronic cigarette (e-cigarette) use is rapidly increasing among adults in the U.S. The purpose of this qualitative study was to explore consumer perceptions about e-cigarettes, including knowledge, attitudes, beliefs and perceived social norms.
  
  
  METHODS
  A total of 14 focus groups (N=116) were conducted with current adult e-cigarette users in five U.S. cities from March through May, 2014. Focus groups were segmented by age (young adults aged 18-29 and older adults aged 30 and older) as well as by e-cigarette use status (exclusive e-cigarette users and non-exclusive e-cigarette users). Focus group discussions lasted approximately 60-min and were audio-recorded and transcribed; data were analyzed using a phenomenological approach.
  
  
  RESULTS
  Participants expressed many positive attitudes towards e-cigarettes and simultaneously reported a lack of information and knowledge about the products. Focus group participants overwhelmingly felt as though the ingredients of e-cigarettes were likely less harmful than conventional cigarettes. Additionally, many described positive reactions from family and friends, especially when e-cigarettes were used in place of conventional cigarettes.
  
  
  CONCLUSIONS
  Findings from this qualitative study provide insight into consumer knowledge, attitudes and beliefs about e-cigarettes increasing our understanding of why and how they are being used. Such information will help provide insight into the potential public health impact of these emerging products.
authors.affiliation: U.S. Food and Drug Administration, Center for Tobacco Products, 10903 New Hampshire Avenue, Silver Spring, MD 20993, USA. Electronic address: Blair.Coleman@fda.hhs.gov.
authors.forename: Blair N
authors.initials: BN
authors.lastname: Coleman
authors.affiliation: U.S. Food and Drug Administration, Center for Tobacco Products, 10903 New Hampshire Avenue, Silver Spring, MD 20993, USA.
authors.forename: Sarah E
authors.initials: SE
authors.lastname: Johnson
authors.affiliation: U.S. Food and Drug Administration, Center for Tobacco Products, 10903 New Hampshire Avenue, Silver Spring, MD 20993, USA.
authors.forename: Greta K
authors.initials: GK
authors.lastname: Tessman
authors.affiliation: U.S. Food and Drug Administration, Center for Tobacco Products, 10903 New Hampshire Avenue, Silver Spring, MD 20993, USA.
authors.forename: Cindy
authors.initials: C
authors.lastname: Tworek
authors.affiliation: RTI International, 3040 E. Cornwallis Road, Research Triangle Park, NC 27709, USA.
authors.forename: Jennifer
authors.initials: J
authors.lastname: Alexander
authors.affiliation: RTI International, 3040 E. Cornwallis Road, Research Triangle Park, NC 27709, USA.
authors.forename: Denise M
authors.initials: DM
authors.lastname: Dickinson
authors.affiliation: Truth Initiative, Evaluation Science and Research, 900 G Street NW, Fourth Floor, Washington, DC 20001, USA.
authors.forename: Jessica
authors.initials: J
authors.lastname: Rath
authors.affiliation: Department of Behavioral & Community Health, School of Public Health, University of Maryland, 2242 Valley Drive, College Park, MD 20742, USA.
authors.forename: Kerry M
authors.initials: KM
authors.lastname: Green
mesh_terms: D000293:Adolescent; D000328:Adult; D066300:Electronic Nicotine Delivery Systems / Q000523:psychology*; D005260:Female; D017144:Focus Groups; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D066262:Social Norms; D014481:United States; D055815:Young Adult
keywords: Electronic cigarettes; Qualitative research; Tobacco use