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

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