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Table 3 Mean (SD) per message for ratings on each subscale and the aggregate ratings

From: Development and testing of relative risk-based health messages for electronic cigarette products

Messages Understandability Believability Convincingness Overall scales*
TPD1. This product contains nicotine which is a highly addictive substance (n = 103) 5.51 (1.76) 5.57 (1.43)A 5.52 (1.40)A 5.54 (1.24)ACDEF
TPD2. This product contains nicotine which is a highly addictive substance. It is not recommended for non-smokers (n = 84) 5.83 (1.48) 5.51 (1.50)B 5.33 (1.48)B 5.56 (1.38)BCDF
RRM5. Use of this product is much less harmful than smoking (n = 99) 5.49 (1.64) 5.06 (1.38) 4.89 (1.39)a 5.15 (1.13)
RRM7. This product presents substantially lower risks to health than cigarettes (n = 86)  5.43 (1.41)  4.90 (1.24)a  4.81 (1.40)a  5.09 (1.15)
RRM8. Completely switching to e-cigarettes reduces your health risks (n = 98) 5.45 (1.56) 4.71 (1.46)ab 4.57 (1.46)ab 4.91 (1.16)abd
RRM9. Completely switching to e-cigarettes reduces your cancer risk (n = 113) 5.71 (1.43) 4.76 (1.54)ab 4.68 (1.55)a 5.05 (1.21)ae
RRM11. Completely switching to e-cigarettes lowers your risk of smoking related diseases (n = 86) 5.85 (1.20) 5.17 (1.27)C 5.07 (1.26) 5.36 (1.05)
RRM12. This product is a safer alternative to smoking (n = 111) 5.56 (1.59) 4.76 (1.44)ab 4.57 (1.42)ab 4.96 (1.17)abc
RRM20. Completely switching to e-cigarettes is a healthier alternative to smoking     
(n = 96) 5.64 (1.32) 5.01 (1.17) 4.85 (1.26)a 5.17 (.96)
RRM25. Using an e-cigarette doubles your chances of quitting smoking     
(n = 107) 5.69 (1.33) 4.54 (1.71)abc 4.73 (1.53)a 4.99 (1.23)abf
  1. *Mean (SD) for the overall scales correspond to the aggregate ratings across understandability, believability and convincingness combined
  2. Messages sharing a superscript letter denote significant differences (p < .05) where upper case (capital) letters indicate significantly higher rating vs. their corresponding lower-case letters
  3. For example, for the main effect of message [F(9, 953) = 4.493, p = .001, ƞp2 = .041], for all subscales combined, A indicates TPD1 scored significantly higher compared to RRM, 8, 9, 12 and RRM25; B indicates that TPD2 scored significantly higher than RRM, 8, 12 and 25; C indicates TPD1 and 2 scored significantly higher than RRM12; D indicates TPD 1 and 2 scored significantly higher than RRM8; E indicates TPD1 scored significantly higher than RRM9; F indicates TPD1 and 2 scored significantly higher than RRM25