The research team found that on average, participants preferred non-tobacco and non-menthol flavours, the majority preferred open-system over closed-system devices, and a regular nicotine level, over a lower nicotine level.
Responses were influenced by what the respondents used currently
However, added the researchers, these preferences varied by smoking status, demographics, and what type of vape flavour the users primarily used. The also reported that the preference for different product characteristics was larger than the difference among flavours or nicotine levels.
“Participants who primarily used closed-system e-cigarettes exhibited similar preferences for closed-system and open-system e-cigarettes, but those who primarily used open-system e-cigarettes preferred much more open-system over closed-system e-cigarettes. HTP was the least preferred product, much lower than cigarettes in general, but participants living in states where IQOS is being sold had similar preferences to cigarettes and HTPs,” added the study Abstract.
In light of these findings, the researchers concluded that people’s preferences are highly influenced and biased by what the currently use. “People are unlikely to switch to another product/device because of the restriction of flavour or nicotine level. If non-tobacco and non-menthol flavours were banned from open-system e-cigarettes, users may switch to menthol flavour e-cigarettes.”