The Impact of E-Cigarette Addiction Warnings and Health-Related Claims on Consumers’ Risk Beliefs and Use Intentions

Abstract

The popularity of electronic cigarettes continues to skyrocket across the United States. Given the multitude of aggressive promotional campaigns launched by e-cigarette manufacturers, including some that have offered unsubstantiated health claims, this rapid growth is not surprising. Despite this popularity, many consumers may be unaware that some in the health care community consider e-cigarette use a serious public health issue because most e-cigarettes deliver highly addictive nicotine through vapor. Consequently, the Food and Drug Administration now requires e-cigarette manufacturers to disclose information about the highly addictive nature of their products. Results across two studies show that addiction warnings and health claims presented in e-cigarette advertising influence consumers’ risk beliefs. Although a warning statement increases consumers’ addiction risk beliefs, the concurrent presence of a health-related claim in the e-cigarette advertisement weakens the effect. Findings also suggest that addiction warnings have the potential to indirectly influence consumers’ intentions for future electronic and traditional cigarette use in the absence of an explicit health claim. Implications for both consumer health and public policy are offered.