Exposure to Vape Products Elicits Neural Activity Patterns Indicative of Approach Motivation Among Young People
Stefan Bode, Daniel Feuerriegel, Jane Yook, Michelle I. Jongenelis

TL;DR
This study shows that young people's brains automatically react to vape products with approach motivation, even before conscious thought.
Contribution
The study introduces neural decoding techniques to detect automatic approach tendencies toward vape products in young people.
Findings
Vape approach tendencies in young people can be predicted from brain activity within 100–300 ms of exposure.
Automatic neural responses to vape products occur regardless of prior vaping experience.
These neural responses suggest immediate and unconscious processing of vape marketing.
Abstract
Previous research exploring the impact of exposure to e‐cigarette (vape) products has been limited by a reliance on self‐report measures, responses to which require self‐reflection and insight. The present study sought to address these limitations by using novel ‘neural decoding’ techniques to establish whether exposure to e‐cigarette products triggers automatic and unconscious product approach tendencies. An electroencephalography (EEG) study was conducted in Australia. Participants (n = 38; 68% women; 17–23 years old) were presented with images of e‐cigarette products for several seconds while their brain activity was recorded. The primary outcome variables were brain activity and ratings of product appeal, curiosity and wanting. Results suggest that young people's vape approach tendencies can be predicted from brain activity as early as 100–300 ms after exposure, and then again over…
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Taxonomy
TopicsSmoking Behavior and Cessation · Neural and Behavioral Psychology Studies · Anxiety, Depression, Psychometrics, Treatment, Cognitive Processes
