While no single study has isolated the mechanism, researchers point to several plausible explanations for menthol's switching advantage:

1. Throat hit and satisfaction: Menthol activates cold-sensitive receptors (TRPM8) in the mouth and airways, producing a cooling sensation that can mask the harshness of nicotine aerosol. JUUL Labs' own behavioral pharmacology data found that Polar Menthol–flavored 18 mg/mL JUUL2 pods were rated as "significantly more satisfying" than menthol-flavored pod-based ENDS with 5% nicotine concentrations — suggesting menthol may enhance perceived satisfaction even at lower nicotine levels.
2. Sensory differentiation from cigarettes: Menthol provides a sensory experience that is distinct from combustible cigarettes, potentially helping smokers mentally separate the two products. The cohort study found the benefit was strongest among non-menthol cigarette smokers, supporting the idea that menthol offers novelty rather than reinforcing existing preferences.
3. Reduced irritation: Germany's Federal Institute for Risk Assessment notes that cooling agents "smooth the inhalation experience" and "reduce throat irritation and coughing." While German regulators cite this as a risk factor (potentially encouraging deeper inhalation), from a switching perspective, reduced irritation may make vaping more tolerable for smokers transitioning away from cigarettes.
4. Craving suppression: Some research suggests menthol's sensory properties may help reduce cigarette cravings through a combination of nicotine delivery and sensory replacement, though this mechanism requires further study.