Skip to content

Seminar | “The Lesser Evil” : Communicating about comparative risks of electronic and combusted cigarettes

We invite to this ASPIRE 2025 seminar all those involved in helping Aotearoa New Zealand achieve a Smokefree 2025.

Join us in person or link in live by webinar.


When? 2.00pm – 4.00pm, Friday 10th of May 2019
Where? University of Otago, Wellington | 23a Mein Street, Newtown | Small Lecture Theatre
RSVP: please email

Click here for the seminar flyer:


Electronic cigarettes (e-cigarettes) contain lower amounts of harmful chemicals than combusted cigarettes. Smokers otherwise not willing to quit could potentially benefit by switching to e-cigarettes completely.

How should we communicate to these smokers about e-cigarettes to increase positive (complete switching) and minimise negative (dual use, initiation among non-smokers and former smokers) consequences? What are the mechanisms through which warnings and plain packaging impact smoking attitudes and behaviour?

This talk will present the results of qualitative studies and randomized controlled experiments on messages communicating comparative risk of electronic and combusted cigarettes and discuss promising strategies to address comparative risk, presence of nicotine, and warnings on e-cigarettes.

Speaker – Dr Lucy Popova

Lucy Popova (Ph.D., University of California Santa Barbara) is an Assistant Professor at the School of Public Health at Georgia State University in Atlanta, Georgia, USA

Her research focuses on how consumers understand risks of different tobacco products, and their emotional and cognitive responses to marketing and health education messages. She is a recipient of a National Institutes of Health Career Development Award.

Dr Popova’s synthesis of the research literature on fear appeals “The Extended Parallel Process Model: Illuminating the Gaps in Research” received the 2013 Lawrence W. Green Paper of the Year Award from the journal Health Education & Behaviour.

Please register now for this ASPIRE2025 seminar.

%d bloggers like this: