Perceived norms and e-cigarette use among young adults in US college: The mediation role of outcome expectancies

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.