Table 1.

Quantitative Modified Risk Claims Discussed during Focus Group Sessions.

Message Type	Snus Groups (n=6)	E-cigarette Groups (n=6)
Quantitative Modified Risk (MR) base claim	If you smoke, consider this - Scientists have estimated that using snus exclusively is about 90% less harmful than smoking cigarettes.	If you smoke, consider this - Scientists have estimated that using vaping products exclusively is about 95% less harmful than smoking cigarettes.
MR Claim Variations
Use of lower number	Ask: What if this didn’t say 90% but a lower number (e.g., 30%? 50% 70%?) Asked in:   - 3 smoker groups   - 1 YA non-smoker group	Ask: What if this didn’t say 95% but a lower number (e.g. 30%? 50%? 70%) Asked in:   - 4 smoker groups   - 1 YA non-smoker group
With reference to more specific type of risk reduction (i.e., death)	Scientists have estimated that using snus exclusively is about 90% less likely to result in death from tobacco use compared to smoking cigarettes. Asked in:   - 2 smoker groups   - 1 YA non-smoker group	Scientists have estimated that using vaping products exclusively is about 95% less likely to result in death from tobacco use compared to smoking cigarettes. Asked in:   - 2 smoker groups   - 2 YA non-smoker groups 95% less likely to result in death from a tobacco-related disease compared to smoking cigarettes.   - Asked in 2 smoker groups
With alternative framing (e-cigarette smoker groups only)		If you smoke, consider this - Scientists have estimated that the harms of using vaping products exclusively is unlikely to exceed 5% of the harm of smoking cigarettes.   - Asked in all 4 smoker groups