Jongenelis Michelle I, McCausland Kahlia, Bode Stefan
Melbourne Centre for Behaviour Change, Melbourne School of Psychological Sciences, The University of Melbourne, Grattan Street, Parkville, Victoria 3010, Australia.
School of Population Health, Curtin University, Kent Street, Bentley, Western Australia 6102, Australia.
Health Promot Int. 2025 May 13;40(3). doi: 10.1093/heapro/daaf098.
Product-based marketing is likely to be a major contributor to the rapid and substantial increase in youth e-cigarette use, yet work exploring the impact of such marketing is limited. We explored the extent to which marketing in the form of product flavour, device type, and device colour influences product attitudes and susceptibility to use (product curiosity, willingness to use, and intentions to use) among young people who had never smoked. A sample of 1879 Australians aged 12-29 years (of whom 23% currently or previously vaped) completed an online survey with three embedded experiments assessing the impact of product flavours, device type, and device colour respectively. Results indicated that attitudes towards sweet-flavoured e-cigarettes were significantly more favourable than attitudes towards tobacco-flavoured and unflavoured e-cigarettes among participants who had never vaped. Among those who currently or previously vaped, product curiosity was greater among those presented with a menthol/mint-flavoured e-cigarette compared to those presented with a tobacco-flavoured e-cigarette. For device type, use intentions were greater among those presented with a box mod or disposable device compared to those presented with a pen-like device. Willingness to use was also greater among those presented with a disposable device compared to those presented with a pen-like device. Results suggest product-based e-cigarette marketing may influence attitudes towards e-cigarettes and increase susceptibility to use among young people who have never smoked. Findings support the implementation of comprehensive flavour bans that include menthol and mint, the introduction of standardized devices, and bans on disposable e-cigarettes.
基于产品的营销很可能是导致青少年电子烟使用迅速大幅增加的一个主要因素，然而，探讨此类营销影响的研究却很有限。我们研究了产品口味、设备类型和设备颜色等形式的营销在多大程度上影响从未吸烟的年轻人对产品的态度以及使用易感性（产品好奇心、使用意愿和使用意图）。1879名年龄在12至29岁之间的澳大利亚人（其中23%目前或以前吸过电子烟）参与了一项在线调查，该调查包含三个嵌入式实验，分别评估产品口味、设备类型和设备颜色的影响。结果表明，在从未吸过电子烟的参与者中，对甜味电子烟的态度明显比对烟草味和无味电子烟的态度更积极。在目前或以前吸过电子烟的人群中，与看到烟草味电子烟的人相比，看到薄荷醇/薄荷味电子烟的人产品好奇心更强。对于设备类型，与看到笔状设备的人相比，看到盒子式设备或一次性设备的人使用意图更强。与看到笔状设备的人相比，看到一次性设备的人使用意愿也更强。结果表明，基于产品的电子烟营销可能会影响对电子烟的态度，并增加从未吸烟的年轻人的使用易感性。研究结果支持实施包括薄荷醇和薄荷味在内的全面口味禁令、引入标准化设备以及禁止一次性电子烟。
