Understanding how e-cigarette marketing affects young people's choices
Official title: Countering E-cigarette Marketing in the Retail Environment among Adolescents and Young Adults
Funded at Boston Children's Hospital · NIH-11045608 · Data updated 2026-11-12
This study looks at how e-cigarette ads in stores affect young people’s choices and habits, and it aims to find out what kinds of marketing catch their attention so we can create better strategies to help reduce e-cigarette use among teens and young adults.
Quick facts
| Grant type | NIH-funded research |
|---|---|
| Study type | NIH-funded research |
| Funding institution | Boston Children's Hospital NIH-funded |
| Lab location | 1 site (Boston, United States) |
| Project start | January 1, 2024 |
| Project end | April 30, 2027 |
| Funding year | 2025 |
| Award (this year) | $247,924 |
| NIH project number | 5R00CA267477-04 |
| Project ID | NIH-11045608 on NIH RePORTER |
Who could benefit from this research
✓Could help
Ideal candidates for this research are adolescents and young adults who are exposed to e-cigarette marketing and may be susceptible to its influence.
✕Less likely to help
Patients who are not adolescents or young adults, or those who do not engage with e-cigarette marketing, may not benefit from this research.
What this research studies
This research investigates how marketing strategies for e-cigarettes in retail environments influence the purchasing decisions and usage behaviors of adolescents and young adults. By directly engaging with these age groups, the study aims to identify which marketing characteristics are most appealing and impactful. The findings will help inform the development of counter-marketing strategies aimed at reducing e-cigarette use among youth. The project will involve collecting data through surveys and discussions with participants to understand their perceptions of e-cigarette marketing.
Why it matters
Potential benefit: If successful, this research could lead to more effective strategies to reduce e-cigarette use among adolescents and young adults.
How similar studies have gone: Previous research has shown that marketing strategies significantly influence youth tobacco use, suggesting that this approach could yield valuable insights.
Where this research is happening
-
Boston Children's Hospital
Boston, United States Active
Researchers
- Principal investigator: Gaiha, Shivani Mathur — Boston Children's Hospital
- Study coordinator: Gaiha, Shivani Mathur
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About this research
- This is an active NIH-funded research project — typically early-stage science, not a clinical trial accepting patient enrollment.
- Some NIH-funded labs run parallel clinical studies or seek volunteers for related work. To check, contact the principal investigator or institution listed above.
- For full project details, budget, and progress reports, visit the official NIH RePORTER page.