Testing the Effect of Vapor in ENDS Public Service Announcements on Current Smokers and ENDS Users' Psychophysiological Responses and Smoking and Vaping Urge.

Electronic nicotine delivery systems (ENDS) are increasingly popular, especially among young adults. Many ENDS advertisements and anti-ENDS public service announcements (PSAs) contain portrayals of ENDS use and visible vapor. Though it is plausible that vapor would be processed in similar ways to traditional combustible cigarette smoking cues, this has not been consistently established. In a laboratory session, we assessed cognitive and emotional processing using psychophysiological measures (e.g., facial electromyography, heart rate, and skin conductance) among young participants who were either smokers only (N = 43) or dual users of ENDS and cigarettes (N = 28) as they viewed four anti-vaping PSAs depicting either vapor or no vapor. Self-report urge to smoke traditional cigarettes and urge to vape and recognition (encoding) of information within the PSAs were measured following each PSA. Orbicularis oculi activation (positive emotion), heart rate deceleration (cognitive resource allocation), recognition (encoding), and vaping urge were greater in the vapor-present condition relative to vapor-absent condition. Hence, the presence of vapor in anti-vaping PSAs activates the approach/appetitive motivational system indicated by greater positive emotion, cognitive resource allocation, and memory, but also greater vaping urge compared to PSAs absent in vapor. Recommendations for inclusion of vapor and design of anti-vaping PSAs are discussed.