Table 1.

List of constructs (outcome measures)

Constructs	Statements	Anchors
Perceptions of e-cigarettes	How harmful do you think e-cigarettes are?	☐ Extremely (…) ☐ Not at all
	How addictive do you think e-cigarettes are?	☐ Extremely (…) ☐ Not at all
	How socially acceptable do you think e-cigarettes are?	☐ Extremely (…) ☐ Not at all
	How effective do you believe e-cigarettes to be as a quit aid	☐ Extremely (…) ☐ Not at all
Intentions	How likely are you to use an e-cigarette
	a) in the next month  b) in the next 6 months	☐ Extremely (…) ☐ Not at all ☐ Extremely (…) ☐ Not at all
	How likely are you to purchase an e-cigarette
	a) in the next month  b) in the next 6 months	☐ Extremely (…) ☐ Not at all ☐ Extremely (…) ☐ Not at all
	For smokers only
	How likely is it that you will make a quit attempt:
	a) in the next month  b) in the next 6 months	☐ Extremely (…) ☐ Not at all ☐ Extremely (…) ☐ Not at all
	How likely are you to use an e-cigarette in a quit attempt
	a) in the next month  b) in the next 6 months	☐ Extremely (…) ☐ Not at all ☐ Extremely (…) ☐ Not at all

Note: Each of these statements will be presented prior to and following exposure to one of the e-cigarette health messages