Effects of a fruit-ice combination flavor on appeal and sensory experience of vaping and moderation by preexisting e-cigarette flavor preference.

E-cigarettes with ice flavors, which are products with a cooling agent added to a characterizing flavor (e.g., grape-ice), are widely sold. Whether ice flavors appeal to only those who already use them or a to wider population is not widely understood. This secondary analysis of a clinical laboratory experiment tested effects of experimental exposure to e-cigarettes with fruit-ice versus other flavors on the appeal and sensory attributes of vaping and whether fruit-ice effects are moderated by preexisting e-cigarette flavor preference. In a controlled double-blind within-subject randomized online experiment, adults who currently use e-cigarettes, N = 85, M (SD) = 35.5 (13.2) years, 50% female, 54.3% White, self-administered e-liquids varying in flavors (fruit-ice [grape + menthol], tobacco-only, dessert-only [caramel], and fruit-only [strawberry]). Participants rated each product's appeal (liking, disliking, willingness to use again) and sensory attributes (sweetness, smoothness, harshness, bitterness, and coolness). In the overall sample, fruit-ice flavor produced (a) higher appeal, sweetness, smoothness, and coolness and lower bitterness and harshness compared to tobacco and dessert-only flavors and (b) higher coolness and lower sweetness than fruit-only flavors. The appeal-enhancing effect of fruit-ice (vs. tobacco and dessert-only flavors) was stronger among those with preexisting preferences for menthol/mint, fruit, and ice flavors, but not for those who typically used tobacco-only flavors. Our findings suggest that restrictions on fruit-ice-flavored e-cigarettes may reduce the appeal of vaping, particularly among vapers with preferences for products with cooling, fruit, and/or sweet sensory attributes. (PsycInfo Database Record (c) 2024 APA, all rights reserved).