Examining Flavor Appeal (Liking), Emotions and Openness to Use in Adults Who Do Not Use E-cigarettes

Objective: In this study, we examined emotional profiles, the pattern of intensities of evoked emotions, and the associations between emotions and openness in the use flavored e-cigarettes among adults who do not currently use e-cigarettes – younger/never smoked and older/currently smoked. Methods: We conducted an Internet experiment in women (N = 141) who do not currently use e-cigarettes. Experiment stimuli appeared as flavor names (classic tobacco, cool mint, fresh strawberry, top-shelf bourbon) and were randomly presented to participants who rated their evoked emotions using the EsSense™ Profile. Overall liking and openness to use were assessed per flavor. Seemingly unrelated regression models were constructed to determine factors associated with openness. Results: All flavors evoked greater intensities of negative emotions (disgusted, worried, and guilty) in younger/never smoked adults. The majority of the ratings on positive emotions (enthusiastic, interested, and satisfied) were positively and significantly correlated with flavor liking, whereas disgusted, was negatively correlated with flavor liking. Perceived harm was high whereas overall liking and openness were low. Flavor liking was significantly greater for “classic tobacco” in older/currently smoked (p < .001). Conclusions: Low intensities of positive emotions to flavor names suggest disinterest in e-cigarettes as a class product irrespective of flavor.