Smoke and Mirrors: Are Electronic Nicotine Delivery System (ENDS) Products Being Marketed to Influence Late Adolescents and Young Adults?

The purpose of this research is to determine if there is a relationship between the usage of electronic nicotine delivery systems (ENDS) among late adolescents and young adults and how these products are being marketed to the users. ENDS products include items such as electronic cigarettes, vape pens, and e-hookahs. Participants of this study were asked to be between the ages of 16-24 years old and live in the counties including and surrounding Trumbull County, Ohio. An eight-question survey was presented to participants which included basic demographic questions as well as questions which asked participants to rank the amount of influence marketing has on their decision to use a respective product. The survey resulted in the majority of the participants stating that they were not often influenced by the ENDS product’s marketing. Instead, family and friends who use the products or appealing flavors were more influential in their decision to use. Interestingly, the survey also identified an almost even split between participants who have ever used an ENDS product and those who have never used.