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E-Cigarette Vaping in Advertising Portrayals and Behavioral Outcomes Research (E-VAPOR Study)

Principal Investigator: Andy S. L. Tan

Funding Mechanism: National Institutes of Health - Grant

ID number:  1R03CA212544-01A1

Award Date:  4/13/2017

Institution: Harvard T. H. Chan School of Public Health


Young adults have the highest prevalence of dual use of cigarettes and e-cigarettes (current smokers who also use e-cigarettes). Little is known about the causal links among young adult exposure to vaping images in e-cigarette advertisements, urge to smoke conventional cigarettes, and objective measures of conventional cigarette smoking intensity. The goal of this study is to identify key factors in tobacco advertising that influence young adult smoking. Investigators will conduct a randomized controlled experiment among 210 young adult dual users aged 21-30 years. Specific aims are: (1) to demonstrate the causal link between vaping portrayals in e-cigarette ads and subjective measures of urge to smoke among dual-users, and (2) to demonstrate the causal link between vaping portrayals in e-cigarette ads and objective measures of smoking intensity based on puffing topography measures. Participants will be randomly assigned to one of three video conditions: e-cigarette ads containing vaping portrayals, e-cigarette ads edited to remove vaping portrayals, or neutral videos. Each participant will view eight 30-second ads within each condition for a total of four minutes of ads, and ads will appear in random order. After viewing the ads, participants will complete the Questionnaire on Smoking Urges-Brief (QSU-Brief) instrument and will smoke their own brand of cigarettes so that investigators can measure puffing topography (puff number, volume, duration, interpuff interval, and flow rate).