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IMAGE: John Pierce, PhD, is Professor Emeritus of Cancer Prevention at UC San Diego School of Medicine. view more 

Credit: UC San Diego Health

Receptivity to advertising for e-cigarettes, cigarettes and cigars were confirmed to be associated with those who would try the respective tobacco product within one year. However, receptivity to e-cigarette advertising also independently increased the odds that 12- to 21-year-olds who have never smoked would try cigarette smoking within the next year by 60 percent. This finding, publishing in the March 26 issue of JAMA Pediatrics, was independent of receptivity to cigarette advertising.

Led by researchers at University of California San Diego Moores Cancer Center and Dartmouth-Hitchcock Norris Cotton Cancer Center, the team analyzed data from the U.S. Population Assessment of Tobacco and Health (PATH) Study and found that 12- to 24-year-olds who have never used tobacco products experienced high recall and/or liking, described as receptivity, of tobacco product advertising (including e-cigarettes). Receptivity was highest for e-cigarette advertising, followed by ads for cigarettes, smokeless tobacco and lastly cigars. Recall and/or liking increased with age, peaking at 69 percent among 18 to 21 year olds.

Receptivity to a particular product’s advertising predicted who would try that product

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