Findings reveal positive reinforcement outcome expectancies influence e-cigarette use in college students, suggesting prevention campaigns need to address these beliefs.
The findings highlight that positive reinforcement outcome expectancies, such as enjoying the flavor of e-cigarettes, may be critical in explaining the association between descriptive norms and e-cigarette use among college students. College-based e-cigarette prevention campaigns should challenge positive beliefs about e-cigarettes and target students with negative reinforcement expectancies, who are at higher risk for dependence.
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Awua et al. (2026) studied this question.
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