In general, products that were chosen had higher mean ratings on satisfaction, withdrawal and craving relief and lower ratings on aversion. For those who chose higher level nicotine content products, ratings on psychological reward and sellectchem ��concerned about dependence�� (indicating the addictiveness of the product) were significantly associated with product choice. For those who chose dissolvables, ease and comfort of use were the associated variables. These findings point to the notion that product appeal is related to certain common dimensions, but beyond that, individual preferences for such factors as reward from the product or ease of use may come into play. Another measure of validity was how subjective responses are related to the amount of product use.

The only item that demonstrated a significant relationship was satisfaction. This finding is similar to one that has been observed in our prior studies conducted with oral tobacco products and reduced nicotine content cigarettes (Schiller et al., 2012). These findings indicate either that the scale is limited in its ability to determine how much a product will be used or that a subject��s product satisfaction is the primary factor associated with amount of use. Clearly, more research needs to be conducted to understand the concept of satisfaction from a product. Although other studies have been conducted using different scales to assess oral tobacco products (Blank & Eissenberg, 2010; Cobb et al., 2010; Gray et al., 2008; Kotlyar et al., 2007; Mendoza-Baumgart et al., 2007; O��Connor et al.

, 2011), none of these studies involved a systematic assessment of the validity of their scales. Some studies have shown that newer oral tobacco products compared with own brand tobacco products result in lesser levels of (a) craving and/or withdrawal relief, (b) direct effects of nicotine (i.e., feel more awake/alert, calm you down/relax, or help concentration) or of the tobacco product (i.e., taste good, satisfying, pleasant, product strength), (c) liking, or (d) desirability of the product (Blank & Eissenberg, 2010; Cobb et al., 2010; Gray et al., 2008; Kotlyar et al., 2007). Other studies have shown dose-related effects on such items as nausea (Blank, Sams, Weaver, & Eissenberg, 2008) and on measures of craving (Blank et al., 2008; Cobb et al., 2010; Kotlyar et al., 2007).

Studies have also Dacomitinib shown a relationship between subjective response to a product and choice. In the O��Connor (2011) study, the product that resulted in the highest frequency of individuals endorsing ��liked most�� (e.g., nicotine lozenge) after a product sampling phase was the one that was most frequently selected for use during single product choice phase. Similar observations were made for a study conducted by Mendoza-Baumgart et al.