Unicorns cartoons: marketing sweet and creamy e-juice to youth

Jackler, Robert K.; Ramamurthi, Divya

doi:10.1136/tobaccocontrol-2016-053206

Cited by 31 publications

(36 citation statements)

References 2 publications

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“…This suggests that expected enjoyment of e-cigarettes -including factors such as taste, stress relief, and doing vape tricks -is a major factor in e-cigarettes' appeal to adolescents and young adults, mirroring some previous research on adolescent and young adult perceptions of e-cigarettes (Kong et al, 2014;Pepper et al, 2017;Pokhrel et al, 2018). These findings are also consistent with work showing that e-cigarettes come in a wide variety of flavors that are very appealing to youth (Jackler & Ramamurthi, 2017;Vasiljevic, Petrescu, & Marteau, 2016).…”

Section: Discussionsupporting

confidence: 84%

E-Cigarette Outcome Expectancies among Nationally Representative Samples of Adolescents and Young Adults

Barker

Kelley

Noar

et al. 2019

Substance Use & Misuse

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Objectives: We conducted nationally representative surveys of adolescents and young adults to examine associations between e-cigarette outcome expectancies and e-cigarette use. Background: E-cigarette use among adolescents and young adults has grown rapidly in recent years, yet little research has examined the beliefs that may underlie this behavior among nationally representative samples. Methods: N= 1,298 adolescents (13-17) and 2,219 young adults (18-25) were surveyed using a probability-based web panel. Participants completed a survey that included a new outcome expectancy measure examining 3 positive (enjoyment, social influences, advantage over cigarettes) and 2 negative (health concerns, smoker association) expectancy domains and ever having used ecigarettes [ever use]. Results: Confirmatory factor analyses demonstrated a good fit of the outcome expectancies' factor structure to the data. All outcome expectancies were associated with e-cigarette use in both populations in univariate analyses. In multiple logistic regression models controlling for several covariates, higher expected enjoyment was positively associated with a greater likelihood of ecigarette use (aOR = 2.10, p < .05) among adolescents. Among young adults, enjoyment (aOR = 3.08, p < .001) was positively associated with a greater likelihood of use while both health concerns (aOR = 0.70, p < .01) and smoker association (aOR = 0.73, p < .05) were negatively associated with e-cigarette use. Conclusions: This study suggests that expected enjoyment is robustly associated with ecigarette use among both adolescents and young adults. Health concerns may also play a role in ecigarette use. Implications for e-cigarette prevention efforts and future research directions are discussed.

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Section: Discussionsupporting

confidence: 84%

E-Cigarette Outcome Expectancies among Nationally Representative Samples of Adolescents and Young Adults

Barker

Kelley

Noar

et al. 2019

Substance Use & Misuse

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“…These findings provide further evidence that e-liquid vendors and manufacturers are using cartoons to market their products in line with earlier research. 1320 While the present study focused on images posted to Instagram, recent research has also shown that e-cigarette companies are using popular music videos that appeal to youth as vehicles for product placement to increase brand awareness. 21 Taken all together, it appears that marketing restrictions are limited for the growing market of e-cigarette products.…”

Section: Discussionmentioning

confidence: 99%

Return of cartoon to market e-cigarette-related products

et al. 2018

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“…Evidence shows pervasive marketing of e-cigarettes targets adolescents by including attractive models, appealing flavors, and claims of lower harm [ 23 – 27 ], which can lead to formation of positive images of people who use e-cigarettes [ 28 – 31 ]. However, our findings suggest these messages have not translated to positive images of e-cigarette users among this group of adolescents.…”

Section: Discussionmentioning

confidence: 99%

Adolescents have unfavorable opinions of adolescents who use e-cigarettes

et al. 2018

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IntroductionWhile evidence suggests positive opinions of smokers are associated with tobacco use, research exploring adolescents’ opinions of e-cigarette users is nascent. We hypothesized that adolescents harbor positive opinions of e-cigarette users, and that these opinions will be more positive among adolescents willing to try or who have used e-cigarettes.MethodsParticipants were 578 U.S. adolescents (ages 14 to 20) recruited from ten California schools. An online survey assessed their attitudes toward and opinions of adolescents who use e-cigarettes in 2015–2016. Analyses examined whether these variables were associated with willingness to try and use (ever vs. never) of e-cigarettes.ResultsThe majority (61%) of participants had negative overall opinions toward adolescent e-cigarette users. Few participants ascribed positive traits (i.e., sexy, cool, clean, smart, and healthy) to e-cigarette users. Participants who were willing to try or had used e-cigarettes endorsed positive traits more than those unwilling to try and never-users (all p < .01). Participants sometimes endorsed negative traits (i.e., unattractive, trashy, immature, disgusting, and inconsiderate) to describe e-cigarette users. Unwilling and never-users viewed negative traits as more descriptive of e-cigarette users than willing or ever-users (all p < .01).ConclusionsAdolescents generally had somewhat negative opinions of other adolescents who use e-cigarettes. Building on adolescents’ negativity toward adolescent e-cigarette users may be a productive direction for prevention efforts, and clinicians can play an important role by keeping apprised of the products their adolescent patients are using and providing information on health effects to support negative opinions or dissuade formation of more positive ones.

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Unicorns cartoons: marketing sweet and creamy e-juice to youth

Cited by 31 publications

References 2 publications

E-Cigarette Outcome Expectancies among Nationally Representative Samples of Adolescents and Young Adults

E-Cigarette Outcome Expectancies among Nationally Representative Samples of Adolescents and Young Adults

Return of cartoon to market e-cigarette-related products

Adolescents have unfavorable opinions of adolescents who use e-cigarettes

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