Work

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

Year: 2026

Type: article

Abstract: OBJECTIVES: This study examines the mediating roles of outcome expectancies in the relationship between perceived norms and e-cigarette use among college-aged young adults. PARTICIPANTS: = 1.48; women = 82.0%; White = 83.4%). METHODS: A confidential online survey on young adults' e-cigarette network was administered to college students at a large Hispanic-serving public university in the southwestern United States. RESULTS: Positive reinforcement expectancies partially mediated the association between descriptive norms and daily e-cigarette use frequency. Thus, descriptive norms had a positive indirect effect on daily e-cigarette use frequency through positive reinforcement expectancies. CONCLUSIONS: 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.

Source: Journal of American College Health

DOI: 10.1080/07448481.2026.2630041