A Pilot Study of Retail ‘Vape Shops’ in the San Francisco Bay Area

Burbank, Andrea D; Thrul, Johannes; Ling, Pamela

doi:10.18332/tpc/65229

Cited by 23 publications

(26 citation statements)

References 31 publications

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“…These patterns are consistent with research that suggests vape shops focus primarily on newer generation devices and encourage users’ experimentation with a variety of nicotine and e-liquid options [ 20 - 22 ]. Studies also indicate vape shop employees frequently characterize e-cigarettes as smoking cessation devices and, despite lack of formal training, provide counsel regarding smoking cessation to customers [ 8 , 23 ].…”

Section: Discussionsupporting

confidence: 82%

Evolution of Electronic Cigarette Brands From 2013-2014 to 2016-2017: Analysis of Brand Websites

2018

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BackgroundThe electronic cigarette (e-cigarette) industry has grown in size and organizational complexity in recent years, most notably with the entry of major tobacco companies in 2012 and the proliferation of vape shops. Many brands maintain retail websites that present e-cigarette marketing claims and sell directly to consumers. Understanding of the evolving composition of different types of e-cigarette brand websites is currently underdeveloped.ObjectiveThis paper presents how e-cigarette brand websites surveyed in 2013-2014 evolved by 2016-2017, and how the websites run by different types of e-cigarette producers currently differ.MethodsIn 2016-2017, we revisited 466 e-cigarette brand websites surveyed in 2013-2014, 288 of which were extant, and identified 145 new English-language websites. We compared product designs, marketing claims, and age-based warnings presented by types of e-cigarette producers: major tobacco companies, independent vape shops, and independent internet-only companies.ResultsAmong the 433 websites examined in 2016-2017, 12 were owned by major tobacco companies, 162 operated a physical vape shop, and 259 were internet-only operations. Closed-system product designs were sold by 83% (10/12) of tobacco-owned brands. In comparison, 29.0% (47/162, P<.001) of vape shop and 55.2% (143/259, P=.06) of internet-only brands sold closed-system designs. Compared with vape shop and internet-only brands, tobacco-owned brands offered a smaller set of product models (P values <.001) and a narrower range of flavors (P values <.01), with greater emphasis on the traditional combustible cigarette flavors of tobacco and menthol (P values <.001). Tobacco-owned brands also offered a narrower range of nicotine options than the vape shops (P=.002) and were less likely to offer nicotine-free e-liquid compared with internet-only and vape shop brands (P values <.001). Finally, 83% (10/12) of tobacco-owned brand websites featured age verification pop-up windows. In comparison, only 50.2% (130/259) of internet-only brands (P=.01) and 60.5% (98/162) of vape shop brands (P=.06) featured age verification windows. Websites surveyed in both 2013-2014 and 2016-2017 became more likely to sell open-system mods (P<.001) and sold an increased number of product models (P<.001), flavors (P<.001), and nicotine options (P<.001). Prevalence of several types of claims decreased significantly, including indirect claims regarding smoking cessation (P<.001), claims regarding e-cigarettes as healthier (P<.001), less expensive (P<.001), and usable in more places (P<.001) compared with combustible cigarettes.ConclusionsThe number of e-cigarette brands has not appeared to increase since 2014, even as website messaging evolved, with brands owned by tobacco companies and vape shops pulling in opposite directions. Brands owned by tobacco companies offered a limited range of e-cigarette products, whereas brands owned by vape shops emphasized a panoply of flavor and nicotine options. Furthermore, the Food and Drug Administration’s regulatory ac...

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Section: Discussionsupporting

confidence: 82%

Evolution of Electronic Cigarette Brands From 2013-2014 to 2016-2017: Analysis of Brand Websites

2018

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“…Visual resemblance to cigarettes and being disposable (rather than rechargeable) elicited negative responses towards cigalike advertisements. Some of the negative reactions may have been informed by the fact that big tobacco companies manufactured mainly cigalikes at the time of the study [62], while 'independent' vape shops were the source for large vaporizers [64].…”

Section: Discussionmentioning

confidence: 99%

Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

Kim

Olson

Jordan³

et al. 2020

BMC Public Health

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Background: Cigarette lifestyle marketing with psychographic targeting has been well documented, but few studies address non-cigarette tobacco products. This study examined how young adults respond to e-cigarette advertisements featuring diverse peer crowdspeer groups with shared identities and lifestylesto inform tobacco counter-marketing design. Methods: Fifty-nine young adult tobacco users in California participated in interviews and viewed four to five ecigarette advertisements that featured characters from various peer crowd groups. For each participant, half of the advertisements they viewed showed characters from the same peer crowd as their own, and the other half of the advertisements featured characters from a different peer crowd. Advertisements were presented in random order. Questions probed what types of cues are noticed in the advertisements, and whether and how much participants liked or disliked the advertisements. Results: Results suggest that participants liked and provided richer descriptions of characters and social situations in the advertisements featuring their own peer crowd more than the advertisements featuring a different peer crowd. Mismatching age or device type was also noted: participants reported advertisements showing older adults were not intended for them. Participants who used larger vaporizers tended to dislike cigalike advertisements even if they featured a matching peer crowd. Conclusion: Peer crowd and lifestyle cues, age and device type are all salient features of e-cigarette advertising for young adults. Similarly, educational campaigns about e-cigarettes should employ peer crowd-based targeting to engage young adults, though messages should be carefully tested to ensure authentic and realistic portrayals.

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“…Existing US vape shop research shows that most staff have personal experience of using e-cigarettes to quit tobacco, hold strong beliefs regarding the health benefits and safety of e-cigarettes, and their ability to help smokers quit [ 34 , 35 , 36 ]. Vape shop observations showed that they extensively promoted their products and offered cessation related product advice [ 36 , 37 ], as well as offering a place of recreation [ 38 ]. One study showed that the most successful shops were more likely to be endorsed in online reviews for: helping to fix devices, having ‘helpful/patient/respectful staff’, and a ‘bar type’ environment [ 39 ] (p. 1).…”

Section: Introductionmentioning

confidence: 99%

A Qualitative Exploration of the Role of Vape Shop Environments in Supporting Smoking Abstinence

Ward

Cox

Dawkins

et al. 2018

IJERPH

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E-cigarettes are the most popular method of quitting smoking in England and most are purchased in specialist vape shops. This qualitative study explores how the vape shop environment is experienced by quitters to support smoking abstinence. Semi-structured qualitative interviews were conducted to elicit experiences of e-cigarette use, including experiences of vape shops, in 40 people who had used e-cigarettes in a quit attempt. Observations of six shops in a range of locations were also undertaken. Interview and observation data were analysed using inductive thematic analysis and triangulated. At an individual level, smoking abstinence was supported through shop assistants’ attempts to understand customers’ smoking preferences in order to: (i) tailor advice about the most appropriate product; and (ii) offer an ongoing point of contact for practical help. At an interpersonal level, shops offered opportunity to socialise and reinforce a vaping identity, although the environment was perceived as intimidating for some (e.g., new and female users). At a structural level, shops ensured easy access to products perceived to be good value by customers and had adapted to legislative changes. Vape shops can provide effective behavioural support to quitters to maintain smoking abstinence. Health professionals could capitalise on this through partnership working with shops, to ensure best outcomes for clients wanting to use e-cigarettes to quit smoking.

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A Pilot Study of Retail ‘Vape Shops’ in the San Francisco Bay Area

Cited by 23 publications

References 31 publications

Evolution of Electronic Cigarette Brands From 2013-2014 to 2016-2017: Analysis of Brand Websites

Evolution of Electronic Cigarette Brands From 2013-2014 to 2016-2017: Analysis of Brand Websites

Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing

A Qualitative Exploration of the Role of Vape Shop Environments in Supporting Smoking Abstinence

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