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The Impact of E-Cigarette Advertising and Warning Labels on E-Cigarette Use Behavior in Adolescents

Principal Investigator(s): Kathleen Garrison

Funding Mechanism: NIH Grant

ID number: 1R01DA046334-01A1

Award Date: May 17, 2019

Institution: Yale University


Images of sweet/fruit flavors on e-cigarette advertisements may distract youth from health warnings. To better understand how these factors impact youth e-cigarette use, researchers will use functional magnetic resonance imaging (fMRI) and eye tracking to link neural responses to e-cigarette advertising and health warnings to future e-cigarette use in 80 adolescents aged 14-17 years. Participants will view e-cigarette advertisements and health warnings and complete quarterly follow-up surveys for one year. Medial prefrontal cortex (MPFC) and nucleus accumbens (NAc) activity will be measured and tested for relationships with future e-cigarette attitudes, intentions and use. Researchers will also test the specific impact of different categories of health warnings and different flavors and the interactions between these factors, including impact on memory of health warnings. Study aims are: (1) to test the hypothesis that greater MPFC activity as adolescents view e-cigarette health warnings will be related to more negative e-cigarette attitudes and intentions and lower use of e-cigarettes in the next year; (2) to test the hypothesis that greater NAc activity as adolescents view e-cigarette advertisements will be related to more positive e-cigarette attitudes and intentions and greater use of e-cigarettes in the next year; and (3) to compare the relative value of multiple measures –fMRI, eye tracking and surveys -- to predict future e-cigarette use in the next year. This project will generate evidence on the impact of e-cigarette advertising and health warnings on youth e-cigarette use and may inform regulatory activities related to flavors, labeling and marketing.