Countering E-cigarette Marketing in the Retail Environment Among Adolescents and Young Adults

This research comprises of 2 qualitative activities:

1. Working group: The study team will purposively invite a convenience sample of expert members (including middle/high school students, young adults, an educator, a parent, and curriculum design experts) to convene multiple times over several weeks (3 meetings via videoconference). The working group will convene to view preliminary results from formative research, collaborate on the development of this lesson curriculum, and otherwise offer meaningful input on study materials.
2. Focus groups: A convenience sample of adolescents/young adults will be enrolled to participate in a focus group via videoconferenc . Each participant will only participate in a single focus group. There will be ~4 participants in each focus group, and 9 focus groups overall. Before their focus group, each participant will complete a brief online survey that collects sociodemographics and outcome measures data. During their focus group, each participant will be asked to view and describe their opinion about broad counter-marketing strategies, messages, and participate in viewing mood-boards and video-storyboards using these messages. A trained facilitator will follow a standardized discussion guide to lead the focus groups.

These activities will occur sequentially over about 6 months. At the 6-month time point, the study team will have met the study's primary aim of having developed the e-cigarette counter-marketing lesson.