Table 2.

Salient beliefs elicited about e-cigarette use

Attitudinal Beliefs

• A healthier alternative to smoking cigarettes

• A cheaper alternative to smoking cigarettes

• Less addictive than smoking cigarettes

• A fun thing to do

• A safer alternative to smoking cigarettes

• Helping to quit smoking

• Preventing the smell of smoke

Normative Beliefs

• My friends

• My parents

• Other members of my family

• My teachers

• My coaches

Control Beliefs

• Being in the company of my friends who own an e-cigarette

• Curiosity of trying an e-cigarette

• Providing me with the opportunity of looking cool

• Having friends who use an e-cigarette

• Having my parents’ permission to use an e-cigarette

• Knowing they are against the law would prevent use

• Not having enough money to buy an e-cigarette

• Adhering to the school rules regarding e-cigarette use

• Not owning an e-cigarette

• Knowledge around long term impact on health

• Getting into trouble with my parents