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Quantifying how smokers value attributes of electronic cigarettes
  1. James Nonnemaker,
  2. Annice E Kim,
  3. Youn Ok Lee,
  4. Anna MacMonegle
  1. RTI International, RTP, North Carolina, USA
  1. Correspondence to Dr James Nonnemaker, RTI International, 3040 E. Cornwallis Road, Research Triangle Park, RTP, NC 27709, USA; jnonnemaker{at}


Introduction Rates of electronic cigarette (e-cigarette) use have increased quickly among US adults (3.3% in 2010 to 8.5% in 2013) and youth (4.5% in 2013 to 13.4% in 2014). As state and local governments consider regulatory policies, understanding what smokers believe about e-cigarettes and how they value e-cigarettes is important.

Methods Using data from a convenience sample of Florida adult smokers (N=765), we investigated the value smokers place on specific attributes of e-cigarettes (availability of flavours, effectiveness of e-cigarettes as a cessation aid, healthier alternative to regular cigarettes, ability to use e-cigarettes in public places) by asking smokers how much they would be willing to pay for e-cigarettes with and without each of these attributes.

Results For cigarette-only and dual users, losing the ability to use an e-cigarette as a quit aid and losing the harm reduction of an e-cigarette significantly reduced the price respondents were willing to pay for an e-cigarette. For cigarette-only users, not being able to use an e-cigarette indoors and losing flavours also significantly reduced the price respondents were willing to pay for an e-cigarette.

Conclusion Our results suggest that smokers value multiple attributes of e-cigarettes. Our valuation measures also appear to align with smokers' beliefs about e-cigarettes.

  • Cessation
  • Electronic nicotine delivery devices
  • Tobacco industry

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