Evidence suggests that flavoring may impact reactions to tobacco products. In the present research, we tested the impact and mechanisms of cigarillo flavor descriptors on susceptibility to use in order to determine whether exposure to cigarillos with characterizing flavors increases susceptibility in young adult nonusers of tobacco and, if so, why susceptibility increases. Nonsmoking, 18–26 years old U.S. residents were recruited for an online randomized controlled trial with two conditions: cigarillos with characterizing flavors (experimental condition) versus cigarillos with tobacco flavors (control condition). Experimental condition participants (n = 49) were presented with five cigarillo pack images with characterizing flavors (e.g., “Sweet”), whereas control condition participants (n = 53) were presented with five standard, tobacco-flavored images (e.g., “Air-Cured”). Each presented cigarillo image included a description of the pack flavor. Approach bias to the cigarillos was measured using the Implicit Association Test, and participants reported their perceptions of taste, smell, social acceptability, enjoyment, and harm in relation to each cigarillo pack. Finally, participants indicated their susceptibility to using cigarillos. Susceptibility to cigarillo use was significantly greater for participants exposed to the cigarillo packs with characterizing flavors. Taste perceptions both mediated and moderated the relationship between cigarillo flavor descriptors and susceptibility to use. Characterizing flavors increased susceptibility to cigarillo use via two routes: (1) by enhancing perceptions of taste and (2) by increasing the strength of association between perceptions of taste and susceptibility. These findings have implications for public health and policy decisions regarding banning or limiting characterizing flavors in cigarillos
