Table 4.

Perceptions of e-cigarettes pre and post advertising exposure: vapers and non-vapers

	Vapers (n = 16)				Non-vapers (n = 81)
	Before	After	Δ (95% )	p	Before	After	Δ (95% CI)	p
Effective	3.88 (0.70)	3.82 (0.81)	− 0.06 (0.29)	0.655	4.00 (0.85)	3.95 (0.72)	− 0.05 (0.14)	0.495
Efficient	3.71 (0.69)	3.71 (0.69)	0.00 (0.26)	1.000	3.61 (0.98)	3.79 (0.86)	0.18 (0.14)	0.013
Safer	4.12 (0.60)	4.06 (0.66)	− 0.06 (0.12)	0.317	4.33 (0.75)	4.15 (0.63)	− 0.18 (0.13)	0.006
Harmful	2.35 (1.00)	2.47 (1.07)	0.12 (0.65)	0.942	2.05 (0.80)	2.23 (0.93)	0.18 (0.18)	0.050
Normalising	3.18 (0.81)	3.53 (1.07)	0.35 (0.68)	0.323	2.88 (0.99)	3.77 (0.93)	0.89 (0.34)	< 0.001

Effective = e-cigarettes are an effective means to help quit smoking. Efficient = e-cigarettes are more efficient that nicotine replacement therapy (e.g. patches) at quitting smoking. Safer = e-cigarettes are safer to use that conventional cigarettes. Harmful = e-cigarettes are harmful to health. Normalising = e-cigarettes are increasing the social acceptability of conventional cigarette smoking