Tobacco Free Nicotine Vaping Products: A Study of Health Halo Effects Among Middle School Youth

Health halo effects are a form of biased processing, wherein a particular product claim bleeds over to other categories of analysis or to an overall healthier impression. This study tests whether the term tobacco-free nicotine triggers a health halo effect. Through an experiment with middle school youth (n = 599), we vary the flavor (tobacco vs. fruit) and nicotine source information (nicotine/tobacco-free nicotine/nicotine from tobacco) on the warning label of the vaping product participants viewed. We evaluate product measures (nicotine content beliefs, nicotine source beliefs, and risk perceptions) and comparative nicotine source misperceptions (addictiveness, safety, and risk). Findings show that the term tobacco-free nicotine triggers inaccurate nicotine content beliefs, nicotine source beliefs, and misperceptions associated with addictiveness, safety, and risk. We conclude with theoretical and regulatory implications.