Sources of awareness of JUUL E-cigarettes in 2 surveys of adults in the United States

Meghan Bridgid Moran, Julia Cen Chen-Sankey, Andy S.L. Tan, Samir Soneji, Stella J. Lee, Kelvin Choi

Research output: Contribution to journalReview articlepeer-review

10 Scopus citations


Objectives: Since their introduction in 2015, JUUL e-cigarettes have gained >60% of the United States (US) 2018 retail market share among branded e-cigarette companies. The sources through which consumers learn about JUUL e-cigarettes is not known. Methods: We assessed the sources of awareness about JUUL through 2 cross-sectional surveys of US adults (Survey 1: 502 18-24 year-olds; Survey 2: 803 smokers age 18+). Primary measures were awareness of JUUL and sources through which participants learned about JUUL. Results: Awareness of JUUL was greater among smokers and younger adults (age 30). Common sources of awareness were advertisements, news, and word-of-mouth. Conclusions: This study is the first to identify sources through which never, non-current ever, and current smokers learned about JUUL e-cigarettes. Regulatory efforts and educational interventions may opt to focus on these channels.

Original languageEnglish (US)
Pages (from-to)279-286
Number of pages8
JournalAmerican Journal of Health Behavior
Issue number2
StatePublished - Mar 2019


  • advertising
  • communication
  • electronic cigarettes (e-cigarettes)
  • information seeking
  • marketing
  • tobacco control

ASJC Scopus subject areas

  • Health(social science)
  • Social Psychology
  • Public Health, Environmental and Occupational Health


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