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Consumer Perceptions of Health Claims in Vape Shops

Principal Investigators: Kimberly G. Wagoner

Funding Mechanism: National Institutes of Health - Grant

ID number: 1R03CA223600-01

Award Date: 9/21/2017

Institution: Wake Forest University Health Sciences


More information about consumer perceptions of health claims related to advertising for electronic nicotine delivery systems (ENDS) would be useful, particularly advertising claims made in vape shops, which are the fastest growing segment of ENDS retailers. This study will build upon a pilot study that developed the methodology to photographically document ENDS claims in vape shops using wearable imaging technology. In this study, researchers will use this methodology to collect data related to advertising claims in vape shops. The claims from both the pilot and the new wave of data collection will be combined to create a comprehensive list of unsubstantiated claims for use in a survey that will investigate consumer perceptions of these claims. This study will provide new information about how consumers interpret real-world ENDS health claims made by retailers.