Electronic Cigarette Use among Current Smokers: A Pilot Qualitative Study

Objective: This pilot study explored psychosocial influences of e-cigarette use among dual users. Methods: Two focus groups among adult current smokers who had ever used e-cigarettes were conducted in Georgia. Discussions were audio-recorded. Principles of grounded theory and thematic analysis were employed. Results: Reasons for initial use included curiosity and social influence. Themes related to regular use included enjoyment of sensory experiences and perception of reduced harm. Nicotine craving, social image, and convenience were reasons for initial and regular dual use. Two patterns of use emerged – (1) using e-cigarettes to supplement combustible cigarettes; and (2) to replace combustible cigarettes. Conclusions: Reasons for dual use were related to nicotine dependence, social influence, product appeal, and perception of reduced harm. Understanding contextual nuances of dual use can inform policy and communication.