Attractiveness and use of e-cigarettes among adolescents: Neurobiological, Sociological, and Epidemiological Perspectives

• Applicants: Professorin Dr. Ute Mons; Professor Dr. Sven Schneider; Professorin Dr. Sabine Vollstädt-Klein
• Subject Area: Public Health, Healthcare Research, Social and Occupational Medicine
• Term: since 2020
• Project identifier: Deutsche Forschungsgemeinschaft (DFG) - Project number 437718741

The increasing popularity of electronic cigarettes (EC) has sparked a public health debate: While EC are discussed as a means of harm reduction for smokers, potential benefits for smokers could be outweighed by negative effects in the group of nicotine-naïve adolescents. Of particular concern are the role of flavors, the popularity of newer product lines such as disposable EC, and the promotion of EC on social media. Based on the "Drug, Set, And Setting Model" by Zinberg (1984), the proposed interdisciplinary project will investigate which product-specific (drug), consumer-specific (set), and setting-specific (setting) determinants may encourage adolescents and young adults to start using EC. The product-specific analysis focuses on the flavors and device types. The neurobiological part of the study examines the influence of different flavors and their odors on the perception and processing of the displayed EC and the consumption motivation. The sociological part of the study examines social media marketing of flavors and device types. The epidemiological part of the study examines the extent to which flavors and other product characteristics of EC are motives for EC use among adolescents. In the area of consumer-specific factors, characteristics of young consumers and their risk profiles are considered. The aim is to understand which individual (e.g., psychological or socio-demographic) factors contribute to EC use initiation. In the neurobiological part of the study, psychosocial factors (e.g., personality, peer group, education) and neurobiological processing patterns are assessed and related to setting and product-specific determinants. The sociological part of the study aims to create risk profiles based on the social affiliation ("peer crowd affiliation") of the followers of EC influencers. The epidemiological part of the study focuses on socio-demographic and psychological factors that influence the perception of social media posts about EC and the importance of EC product features as a motive for use among adolescents. In terms of setting-specific determinants, the project focuses on social media and influencer marketing. The neurobiological part of the study examines the influence of TikTok videos and influencers on perceptions of EC and their appeal to young people. The sociological part of the study looks at the role of TikTok influencers in the spread of EC. The epidemiological part of the study aims to model the public health impact of EC social media marketing and product properties perceived as attractive. The final joint conclusions of the three perspectives may help to better understand the initiation of EC use and thus derive targeted prevention and treatment strategies for the vulnerable group of adolescents and young adults.

• DFG Programme: Research Grants