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Heated tobacco products and nomenclature with Katie East

Season 2, Ep. 1

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


“Lots of people refer to it as smoking still…. It also means less having to explain what it is because very few people have heard of IQOS”


“The way that people refer to things and they way they think about themselves as product users can influence their behaviour.”


“Whilst people referred to IQOS use as smoking they were very resistant to being identified as a smoker”.


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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In this episode of Addiction Audio, Rob Talks to Dr Ashley Gearhardt from the University of Michigan about whether highly processed foods can be considered to be addictive substances.Dr Gearhardt starts by defining highly processed foods before covering the issues that arise from having an addictive substance (such as food) that you can’t ‘opt out’ of. Ashley makes comparisons with other addictive substances noting that highly processed foods can induce cravings and lead to a loss of control. She then talks about which foods have a bigger impact on addictive behaviours highlighting foods that contain refined sugars and added fats such as pizzas and donuts.Rob and Ashley then discuss the limits to research whereby there is little agreement on how to define an addictive substance. This is in stark contrast with a growing consensus on how to identify addictive behaviours. There are, for example, agreed diagnostic criteria for addiction, but there is less agreement on how to define whether a substance is addictive.They also talk about how a substance that isn’t intoxicating can be addictive.“It isn’t necessarily the amount of pleasure or liking you get at the moment you consume them [highly processed foods], but the ability that they have to sensitise motivation systems to want more and more and more”“We argue that we need to treat these highly processed foods, not so much as foods per se but as highly refined substances that have been engineered to be incredibly rewarding.”Original article: Highly processed foods can be considered addictive substances based on established scientific criteria by Ashley Gearhardt and Alexandra DiFeliceantonio. Published in Addiction (2022)
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