The measurement of addictiveness and attractiveness
Despite a rapid increase in regulatory demands for information regarding the addictiveness and attractiveness of tobacco or consumer nicotine products, there is a notable lack of clarity on how these concepts should be assessed and which metrics which should be employed. This presentation considers the core scientific constructs which underlie addictiveness and attractiveness and suggests an approach which may go some way to satisfying regulatory demands. An explanatory model is described, built around definitions and demonstrations of addictiveness and attractiveness which have been offered by various scientific bodies. The model provides a framework upon which to understand the relationship between attractiveness and addictiveness and how these may influence nicotine and tobacco use. Accordingly, addictiveness can be assessed by measures of “liking” whereas attractiveness can be assessed by measures of “wanting”. Finally existing metrics are placed within this model, their properties discussed and the opportunities for development of new metrics are considered.