Objective To test whether exposure and receptivity to e-cigarette marketing are associated with recent e-cigarette use among young adults through increased beliefs that e-cigarettes are less harmful than cigarettes. Methods Data were collected from 307 multiethnic 4- and 2-year college students; approximately equal proportions of current, never, and former cigarette smokers [mean age = 23.5 (SD = 5.5); 65% female]. Results Higher receptivity to e-cigarette marketing was associated with perceptions that e-cigarettes are less harmful than cigarettes, which in turn, were associated with higher recent e-cigarette use. Conclusions The findings provide preliminary support to the proposition that marketing of e-cigarettes as safer alternatives to cigarettes or cessation aids is associated with increased e-cigarette use among young adults. The findings have implications for development of e-cigarette regulations.

Background This study tested whether exposure to e-cigarette advertising affects the subliminal—spontaneous or automatic—attitudes towards e-cigarettes as a more pleasant or safer alternative to cigarettes among non-smoking young adults. Methods 187 young adult (mean age = 21.9; SD = 4.1) current non-smokers who had never used an e-cigarette were randomly assigned to one of the 3 conditions that involved viewing magazine advertisements. Two of the 3 conditions were experimental conditions where thematically different [harm-reduction (“Health”) vs. social enhancement (“Social”) focused] e-cigarette ads were interspersed among ads of everyday objects. The third condition was the control condition in which participants viewed ads of everyday objects only. Participants provided data on explicit (e.g., harm perceptions) and implicit [e.g., Implicit Association Test (IAT), Affect Misattribution Procedure (AMP)] measures after viewing the ads. Results Relative to the Control condition, participants in the Social condition showed 2.8 times higher odds of being open to using an e-cigarette in the future. Participants in the Health condition showed significantly higher implicit attitudes towards e-cigarettes as a safer alternative to cigarettes than participants in the Control condition. E-cigarette stimuli elicited more positive spontaneous affective reactions among participants in the Social condition than participants in the Health condition. Conclusions E-cigarette ads may implicitly promote e-cigarettes as a reduced-harm cigarette alternative. Marketing of e-cigarette use as a way to enhance social life or self-image may encourage non-smoking young adults to try e-cigarettes. Findings may inform regulations on e-cigarette marketing.

Extant measures of well‐being, guided by western European values and beliefs, reveal a scientific commitment to develop and test indices to monitor the social, psychological, familial, and economic status of populations. The limitations of these measures to ethnic populations are addressed in this study. Relational Well‐being (RWB II), an indigenous, culture‐based 14‐item measure rooted in beliefs and values emphasizing family, ancestors, culture, and harmony with nature, was developed and tested with a sample (N = 810) of indigenous Hawaiians in Hawaii. Exploratory factor analysis (n = 408), confirmatory factor analysis (n  = 402), test of invariance, and tests of reliability and validity confirmed the psychometric quality of RWB II. The applicability of the composite index of Relational Well‐being II as well as its six underlying factors (Resilience, Community Involvement, Financial Stability, Cultural Practice, Family Commitment, and Health Care) to family theory of resilience, research, and education are discussed.