A heating element for use within a smoking device which is intended to be held in the lips of a consumer, and which, without burning, heats a flavor-generating medium within the device to produce an aerosol, vapor, or flavor, which the consumer may inhale. More particularly, an electrically-powered heating element having a plurality of discrete resistive heating segments, only one of which is active at any given time. In a preferred embodiment, the heating element is contained within the device so that the individual heating segments of the element are adjacent to a flavor-generating medium. As each segment of the heating element is provided with power, the flavor-generating medium adjacent to that segment is heated, but is not burned. This heating causes the flavor-generating medium to produce a flavor, aerosol, or vapor, which the consumer of the device may inhale.