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Consumer research has shown four key motivations that drive smokers’ interest in using vaping products. The first is financial, allowing smokers to enjoy an experience similar to smoking, while spending less money. Vapor products either have no, or very low excise tax, which makes them cheaper than traditional tobacco. At the same time, smokers are seeking an alternative that is thought to be less harmful than smoking. The third motivation to start vaping is the belief it may be possible to vape on more occasions and in more public places than smoking cigarettes.