Electronic cigarettes (e-cigarettes) are novel, battery-operated inhalation devices that provide warm, vaporized nicotine, and often propylene glycol, to users without tobacco smoke A recent study by Pepper et al. (2013) revealed that 63% of non-smoking boys were aware of e-cigarettes compared to their former smoking (68%) and current smoking (76%) counterparts. These data confirm the recent concerns conveyed by the U.S. Food and Drug Administration (FDA) of the e-cigarette industry’s marketing to young adults, as well as its potential as a gateway to nicotine addiction and tobacco use (FDA, 2009). Currently, no clinical trials or longitudinal cohort data support many manufacturers’ arguments that e-cigarettes help smokers quit tobacco smoking or that they are safe to use (FDA, 2010; Foulds, Veldheer, & Berg, 2011; Wagener, Siegel, & Borrelli, 2012). According to the FDA’s Division of Pharmaceutical Analysis (FDA, 2009), e-cigarettes containe carcinogenic (nitrosamines) and poisonous chemicals (e.g., anabasine, myosmine, betanicotyrine, and diethylene). In addition, there is ambiguity on the grade of nicotine used in e-cigarettes (Etter, 2010; Vansickel, Caroline, Weaver, & Eissenberg, 2010). Specifically, it is unclear whether manufacturers are distributing pharmacological or pesticide rated nicotine to e-cigarettes consumers (Cobb, Byron, Abrams, & Shields, 2010; Noel, Rees, & Connolly, 2010). Current, meager published research in the scientific literature addresses the social norms and beliefs of teenage boys with regard to e-cigarette use. Because men, in general, are more likely to use cigarettes and illicit drugs than women, a qualitative study was undertaken to investigate the beliefs and perceived social norms regarding this issue among a sample of teenage boys who resided in Houston, Texas, and who had used e-cigarettes in the past 30 days. With the intention of augmenting our understanding of e-cigarette user beliefs and perceived social norms, a qualitative approach was used.