The Impact of E-cigarette Advertising Exposure on Young Adults' Perception of Tobacco's Harm, Acceptability of Tobacco Use, and E-cigarette Smoking Intention: A Case Study of Non-users in Shanghai

Abstract

This study aimed at determining the effect of e-cigarette advertisements on the perception of tobacco harm, acceptability of tobacco use, and a higher E-cigarette smoking intention among young adults. Researcher used a survey design to investigate the impact of e-cigarette advertising on susceptibility and perceived norms among young adults. The study recruited 204 young adults in the China, Shanghai, who completed an online survey that assessed their exposure to e-cigarette advertising, their attitudes towards e-cigarettes, and their perceived norms regarding e-cigarette use. The study found that exposure to e-cigarette advertising was associated with increased susceptibility to using e-cigarettes among non-smokers, and with increased intentions to use e-cigarettes among current smokers. Additionally, exposure to e-cigarette advertising was associated with perceived norms that favored e-cigarette use. The findings suggest that e-cigarette advertising can influence young Chinese nonsmokers' attitudes towards e-cigarettes and their perceptions of e-cigarette use as a normative behavior.