Electronic Cigarettes and Communication: An Examination of College Students' Perceptions of Safety and Use.

Electronic cigarettes (e-cigs) have increased in popularity over the last few years, especially with youth and young adults. However, little is known about the health effects of using these devices. Additionally, relatively few studies have explored college students' e-cig use and perceptions of safety. In this study, perceptions of e-cig safety were compared among three groups of college students-those who had never tried, had tried, and currently use e-cigs. Study findings suggest interesting differences between the three groups, with participants who had tried as well as those who currently use e-cigs having more positive views of the devices. For example, current users were more likely to view e-cigs as safe and healthy choices and less likely to view them as tobacco products. Further, compared to participants who had not tried e-cigs, individuals who had tried or currently use e-cigs were more likely to believe that vapor was safe to others (i.e., no second- or third-hand effects). Understanding the perceptions and use of e-cigs among college students is important in order to develop communication strategies for anti-tobacco campaigns that effectively relate safety concerns to these audiences.