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Proctor, Stanford University Pushing Cool unpacks the tobacco industrys brilliant, deceptive, and diabolically successful strategy to hook African Americans on menthol cigarettes

Roughly one-third of these students (31%) said they used an e-cigarette because of availability of flavors such as mint, candy, fruit, or chocolate, while 17% said they used it because they perceived them to be less harmful than other forms of tobacco such as cigarettes. Less common reasons cited by middle and high schoolers for using e-cigarettes were because they are easier to get than other tobacco products, such as cigarettes (5%), they cost less than other tobacco products such as cigarettes (3%) and famous people on TV or in movies use them (2%).