In this episode, Dr Katherine East talks about her recent article on heated tobacco product use. When conducting this research, Katie talked to former and current smokers who use IQOS to understand the words they use to describe themselves and what they do in relation to heated tobacco products.

Katie and Rob then talk about how the language can reflect identity and how this can influence the risk of people relapsing to smoking or other forms of nicotine use. They discuss the importance of social norms and how language can play a substantial role in shaping those norms.

Katie explains why some potential words that might have been used have since been discarded, including “heaters” and “IQOSers”.

They also talk about different social circumstances and how heated tobacco use, vaping and smoking identities interact.

Link to Katie’s previous podcast

Original article: ‘It's not what you'd term normal smoking’: a qualitative exploration of language used to describe heated tobacco product use and associated user identity by Katherine East and colleagues. Published in Addiction (2022).

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