Promising Themes for Electronic Cigarette Prevention Campaigns for Youth and Young Adults.

Electronic cigarettes (e-cigarettes) are the most widely used tobacco products among youth and young adults in the United States (US). This study adds new evidence on the relative promise of a wide range of e-cigarette beliefs and belief clusters (themes) as potential targets for message development in educational campaigns. This evidence is important to consider in future campaign efforts directed at the youth and young adult populations in the US.