Likelihood of Purchasing E-cigarettes Among Adolescents and Young Adults Exposed to E-cigarette Retail Marketing Characteristics: A Cross-Sectional Survey

This study provides new evidence that adolescents and young adults (AYAs) are likely to want to purchase e-cigarettes from retail stores when the products are easily accessible (unlocked, near checkout) and advertising is prominently displayed on the store exterior or at checkout. Given that e-cigarette retail marketing receptivity is associated with underage purchase, policy and awareness initiatives should focus on mitigating the impact of advertisements, unlocked displays, product placement near food/candy, and free samples. These marketing strategies bring AYAs into close contact with e-cigarettes and create a retail environment that encourages purchase.