Faculty Advisor

Dr. Katarina Keller

Start Date

27-4-2021 12:00 AM

End Date

27-4-2021 12:00 AM

Description

In recent years, e-cigarette use has been increasing rapidly, specifically among teens, creating a need for public health officials/policymakers to understand the determinants of demand for vape. The CDC acknowledges JUUL as being the most popular e-cigarette brand among teens and attributes, in part, the rise in teen nicotine use to JUUL (Ali et.al. 2020). While a significant body of research estimates demand for cigarettes and e-cigarettes, given JUUL’s newer emergence on the market, there is less research on that brand. Since JUUL is so popular among teens, it may be necessary to estimate the demand for JUUL separately rather than assuming these products have the same demand. This paper examines two key questions: what is teenagers’ demand for JUUL? Do teenagers who are non-users, but susceptible to using tobacco, have a higher demand for JUUL, relative to other tobacco products? To estimate this demand, we conducted experimental auctions with 188 teens in Columbia, South Carolina. These were real auctions where winners purchased tobacco products while losers kept their money allotment. Participants included users/non-users of nicotine products who bid on various nicotine products, including cigarettes and e-cigarettes/vapes (of different flavors, nicotine levels, and flavors), as well as a JUUL starter kit. Results suggest that there is a significantly higher demand for JUUL relative to both cigarettes and e-cigarettes/vapes. Further, we find modest evidence to suggest that susceptibility plays a role in the demand that teens have for JUUL products relative to the demand for cigarettes and traditional e-cigarettes/vapes.

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Apr 27th, 12:00 AM Apr 27th, 12:00 AM

Using Experimental Auctions to Examine Teen Demand for JUUL

In recent years, e-cigarette use has been increasing rapidly, specifically among teens, creating a need for public health officials/policymakers to understand the determinants of demand for vape. The CDC acknowledges JUUL as being the most popular e-cigarette brand among teens and attributes, in part, the rise in teen nicotine use to JUUL (Ali et.al. 2020). While a significant body of research estimates demand for cigarettes and e-cigarettes, given JUUL’s newer emergence on the market, there is less research on that brand. Since JUUL is so popular among teens, it may be necessary to estimate the demand for JUUL separately rather than assuming these products have the same demand. This paper examines two key questions: what is teenagers’ demand for JUUL? Do teenagers who are non-users, but susceptible to using tobacco, have a higher demand for JUUL, relative to other tobacco products? To estimate this demand, we conducted experimental auctions with 188 teens in Columbia, South Carolina. These were real auctions where winners purchased tobacco products while losers kept their money allotment. Participants included users/non-users of nicotine products who bid on various nicotine products, including cigarettes and e-cigarettes/vapes (of different flavors, nicotine levels, and flavors), as well as a JUUL starter kit. Results suggest that there is a significantly higher demand for JUUL relative to both cigarettes and e-cigarettes/vapes. Further, we find modest evidence to suggest that susceptibility plays a role in the demand that teens have for JUUL products relative to the demand for cigarettes and traditional e-cigarettes/vapes.

 

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