Hypothetical flavour ban and intention to vape among vape shop customers: the role of flavour preference and e-cigarette dependence

IntroductionE-cigarette users typically initiate vaping with flavoured e-liquids. People who vape flavours tend to underestimate the harm of vaping. We examined the inter-relationship between flavour preference, vaping for cessation purposes, e-cigarette dependence, e-cigarette harm perception and purchase/use intention, given a hypothetical flavour ban. We hypothesised that non-tobacco flavour preference and vaping for cessation would be negatively associated with harm perception of e-cigarettes and intention to continue vaping if a flavour ban occurred and that these effects would be mediated by e-cigarette dependence.MethodsFrom July 2019 to March 2020, we conducted intercept interviews with 276 customers at 44 vape shops in California. The predictor variables were flavour preference and vaping for cessation. The outcome variables were harm perception of e-cigarettes and intention to purchase/use, given a hypothetical flavour ban. Multilevel structural equation modelling tested whether e-cigarette dependence mediates the effects of flavour preference on hypothetical continued vaping and purchase.ResultsThose who preferred flavours showed significantly lower intention to purchase e-liquids (β=−0.28, p<0.001) and to continue vaping (β=−0.17, p=0.001), given a hypothetical flavour ban. Those who vaped for smoking cessation indicated greater intention to purchase e-liquid (β=0.10, p=0.016) and to continue vaping (β=0.17, p=0.001), given a hypothetical flavour ban. E-cigarette dependence significantly mediated these effects (ps<0.04).DiscussionFlavour preference was negatively related to intention to continue to vape within a hypothetical flavour ban. Our results also highlight the importance of e-cigarette dependence and use of e-cigarettes as smoking cessation methods. Implications for future flavour bans are discussed.

Licking microstructure and hedonic changes after flavour preference learning in rats

Pairing a neutral flavour conditioned stimulus (CS) with a nutrient reward will create a learned preference for that CS. Prior studies suggest that this is accompanied by an increase in the hedonic value of the CS, although the reliability of this effect is yet to be fully established. Here, flavour CS+s were mixed with either 16% sucrose or maltodextrin (with control CS-s mixed with 2% solutions of the same carbohydrate). While a reliable preference for the CS+ was seen in every case, and there was a learned increase in lick cluster size when all conditions were considered together, this difference was significant in only one experimental condition considered alone. A meta-analysis of these results and similar published licking microstructure analysis studies found that the Cohen’s dav effect size for changes in licking microstructure after flavour preference learning was 0.16. This is far smaller than the effect sizes reported when assessing learned hedonic changes in flavour preference based on other test or training methods. Although this confirms that flavour preference learning produces hedonic changes in the cue flavours, the analysis of licking microstructure with training based on voluntary consumption of CS and unconditioned stimulus (US) compounds may be an insensitive means of assessing such effects.

Caffeine Deprivation State Modulates Expression of Acquired Liking for Caffeine-Paired Flavours

Previous studies found that caffeine consumers acquired a liking for the flavour of novel caffeinated drinks when these drinks were consumed repeatedly in a caffeine-deprived, but not nondeprived, state. Expression of this acquired liking appeared acutely sensitive to current caffeine deprivation state, but the use of between-subjects designs confounded interpretation of those studies. The present study evaluated these findings further using a within-subject design, with one flavour paired with caffeine (CS +) and the second with the absence of caffeine (CS–). During four CS + and four CS– training days, 32 moderate caffeine consumers alternatively consumed a novel flavoured drink a CS + paired with caffeine and a CS– flavour paired with placebo. Participants evaluated both drinks before and after training in two motivational states: caffeine deprived and nondeprived. As predicted, pleasantness ratings for the caffeine-paired flavour increased overall. However, this acquired liking was only significant when tested in a caffeine-deprived state. These data are consistent with a conditioned-flavour preference model and imply that expression of acquired liking for a novel caffeinated flavour depends on the need for the effects of caffeine at the time when the drink is evaluated.