Objective: To assess US consumers' awareness of potential reduced-exposure tobacco products (PREPs) and correlates of interest in these products.
Methods: A representative sample of 9,736 US consumers who had responded to a previous marketing survey were queried in 2005.
Results: Among current smokers, interest in PREPs was high (77.3%) and was associated with concern about personal health as well as favorable attitudes towards technology and a willingness to experiment with new products and trends.
Conclusions: These results suggest that interest in PREPs may reflect a range of consumer preferences beyond expectations of health benefit.