The Effect of Product Characteristics on Perceptions of E-cigarettes among Canadians Christine Czoli, PhD Student May 28, 2014.

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Presentation transcript:

The Effect of Product Characteristics on Perceptions of E-cigarettes among Canadians Christine Czoli, PhD Student May 28, 2014

Background Source: Alderman L. (2013). E-Cigarettes are in vogue and at a crossroads. Retrieved from: crossroads.html?pagewanted=1&_r=0 crossroads.html?pagewanted=1&_r=0

Background Debate: public health benefit or harm? Limited research evidence

Background E-cigarette regulatory frameworks Targets for regulation?

Research Objective 1.To examine the relative importance of flavour, nicotine content, health warnings, and price among Canadians’: a) Perceptions of product taste b) Perceptions of product harm c) Perceptions of product efficacy in smoking cessation 2.To examine the extent to which outcomes a-d are moderated by smoking status, gender, and age.

Methods Study Design & Protocol Online survey + discrete choice experiment November ,188 Canadians, aged 16+

Methods Discrete Choice Experiment Random utility theory Tested 4 product attributes

Methods Product AttributesProduct Attribute Levels Flavour Tobacco Menthol Coffee Cherry

Methods Product AttributesProduct Attribute Levels Nicotine content None (0 mg) Low (6-8 mg) Medium(10-12 mg) High(16 mg)

Methods Product AttributesProduct Attribute Levels Health warning None “Health Canada has not approved this product for quitting smoking.” [HC] “This product is intended for use by existing smokers. It contains nicotine which is a highly addictive substance.” [EC1] “This product is intended for use by existing smokers aged 18 or over as an alternative to tobacco cigarettes. It contains nicotine which is a highly addictive substance. Consult your doctor if you are pregnant, breast feeding, allergic to nicotine or propylene glycol, or have high blood pressure.” [EC2]

Methods Product AttributesProduct Attribute Levels Price Low ($ 7.99) High ($ 9.99)

Methods Product AttributesProduct Attribute Levels Flavour Tobacco Menthol Coffee Cherry Nicotine content None Low Medium High Health warning None HC EC1 EC2 Price Low ($ 7.99) High ($ 9.99)

Methods Product AttributesProduct Attribute Levels Flavour Tobacco Menthol Coffee Cherry Nicotine content None Low Medium High Health warning None HC EC1 EC2 Price Low ($ 7.99) High ($ 9.99) $ 9.99

Methods Discrete Choice Experiment – Design Fractional factorial main effects design 16 pack profiles Arranged into 20 choice sets Each set containing 4 pack profiles + “none” Source: Kuhfeld, W. (2010). Marketing research methods in SAS.

Methods Choice Set #1 $ 9.99$ 7.99 None of the above

Methods Which one of these products do you think would taste better? $ 9.99$ 7.99 None of the above

Methods Which one of these products do you think would be less harmful? $ 9.99$ 7.99 None of the above

Methods Which one of these products do you think would help someone quit smoking? $ 9.99$ 7.99 None of the above

Methods Analyses Multinomial logit models 1. Attribute-level importance 2. Attribute importance

Results

Sample Characteristics (n = 1,188) Characteristic % (n) Age (years) Mean (SD) 32.8 (SD = 16.0) Gender Male42.4% (504) Female57.6% (684)

Perceptions of product taste Attribute-Level Importance Parameter EstimateSignificance Flavour Tobacco- 0.30p < Menthol- 0.16p < Coffee 0.02p = Cherry 0.44p < Nicotine content None- 0.02p = Low 0.10p < Medium- 0.02p < High- 0.07p < Health warning None 0.13p < HC- 0.24p < EC p = EC2 0.16p < Price Low 0.11p < High- 0.11p <

Perceptions of product taste Attribute-Level Importance E-cigarettes with the following characteristics were perceived as better-tasting: Cherry flavour (p < ); Low nicotine (p < ); No health warning (p < ) and the EC2 health warning (p < ); Lower price (p < )

Perceptions of product taste Attribute Importance Parameter Estimate Utility RangeRelative Importance Flavour Tobacco % Menthol Coffee 0.02 Cherry 0.44 Nicotine content None % Low 0.10 Medium High Health warning None % HC EC EC Price Low % High- 0.11

Perceptions of product taste Attribute Importance Parameter Estimate Utility RangeRelative Importance Flavour Tobacco % Menthol Coffee 0.02 Cherry 0.44 Nicotine content None % Low 0.10 Medium High Health warning None % HC EC EC Price Low % High- 0.11

Perceptions of product taste Attribute Importance

Perceptions of product harm Attribute-Level Importance E-cigarettes with the following characteristics were perceived as less harmful: Menthol (p < ) and coffee (p < ) flavours; Low nicotine (p < ); No health warning (p < ) and the EC2 health warning (p < ); Lower price (p < )

Perceptions of product harm Attribute Importance

Perceptions of product quit efficacy Attribute-Level Importance E-cigarettes with the following characteristics were believed to help someone quit smoking: Menthol (p < ) and coffee (p < ) flavours; Low nicotine (p < ); No health warning (p < ) and the EC2 health warning (p < ); Lower price (p < )

Perceptions of product quit efficacy Attribute Importance

Summary Health warnings were the most influential drivers of participants’ perceptions of product quit efficacy Flavour was the strongest predictor of perceptions of taste Flavour and health warnings significantly predicted perceptions of product harm

Strengths & Limitations Strengths DCE design Limitations Design did not include all attribute-level combinations Testing of a subset of attributes Use of a non-probability-based sample

Implications Regulatory Framework for E-cigarettes Potential targets for regulation Flavour and health warnings

Acknowledgements Research Team David Hammond, Maciej Goniewicz, Towhidul Islam, Kathy Kotnowski Funding Sources

Thank you Christine D Czoli, PhD Student School of Public Health & Health Systems

Perceptions of product taste Pack Utility Parameter Estimate Flavour Tobacco Menthol Coffee 0.02 Cherry 0.44 Nicotine content None Low 0.10 Medium High Health warning None 0.13 HC EC EC Price Low 0.11 High Which one of these products do you think would taste better? $ 9.99 Utility = 0.38

Perceptions of product taste Pack Utility

Perceptions of product taste Pack Utility

Perceptions of product taste Pack Utility

Perceptions of product harm Pack Utility

Perceptions of product harm Pack Utility

Perceptions of product harm Pack Utility

Perceptions of product quit efficacy Pack Utility

Perceptions of product quit efficacy Pack Utility