Participants in TPD condition (TPD1 or2)
1 = Present
2 = Absent

Age segment as per the ONS
1 = 18-49
2 = 50+

Sex at birth
1 = Male
2 = Female

Self-attributed Gender identity and expression
1 = Male
2 = Female
3 = Non-binary
4 = Prefer not to say

Etnic background
1 = White
2 = Black/African/Caribbean background
3 = Mixed/Multiple ethnic background
4 = South Asian/Indian/Pakistani/Bangladeshi
5 = Chinese and Other Asian background
6 = Other ethnic background

Ocuppation
1 = Routine and manual
2 = Intermediate
3 = Managerial and professional
4 = Never worked and Long term unemployed

In or out of Employment
1 = Employed
2 = Employed and studying
3 = Unemployed and looking for work
4 = Unemployed and studying
5 = Retired
6 = Stay at home parent/Carer
7 = Never worked and/or Long term unemployed

Highest obtained qualification
1 = Degree (or equivalent)
2 = Higher education (below degree level)
3 = A-levels or Highers
4 = ONC or National BTEC
5 = O-level or GCSE equivalent (Grade A-C)
6 = GCSE (Grade D-E), CSE (Grade 2-5) or Standard grade (Level 4-6)
7 = Other qualifications
8 = No formal qualification

Smoked at least 100 cigarettes, cigars or tobacco pipes in your lifetime?
1 = Yes
2 = No
3 = Uncertain

Current smoking status
1 = Yes
2 = Not at all

Frequency of smoking (Daily vs.occasionally)
1 = Daily
2 = Occasionnally
3 = Not at all

Have you tried to quit smoking?
1 = Yes
2 = No
3 = N/A

Do you currently use any type of e-cigarette or vapouriser?
1 = I have never used one
2 = I used but very rarely and no longer use it
3 = I used one occasionally (not daily) in the past and no longer use it
4 = I used one every day in the past and no longer use it

Motivation To Stop [smoking] Scale (Kotz et al, 2012) (1-7)
1 = I don’t want to stop smoking
2 = I should stop smoking but don’t really want to
3 = I want to stop smoking but haven’t thought about when
4 = I REALLY want to stop smoking but I don’t know when I will
5 = I want to stop smoking and hope to soon
6 = I REALLY want to stop smoking and intend to in the next 3 months
7 = I REALLY want to stop smoking and intend to in the next month

How soon after you wake up do you smoke your first cigarette?
0 = After 60 minutes
1 = 31 - 60 minutes
2 = 6 - 30 minutes
3 = Within 5 minutes

Do you find it difficult to refrain from smoking in places where it is forbidden, e.g. in church, at the library, in cinema etc.?
0 = No
1 = Yes

How many cigarettes a day do you smoke?
0 = 10 or fewer
1 = 11-20
2 = 21-30
3 = 31 or more

For each of the statements below, please indicate the extent to which you agree or disagree; [E-cigarettes are harmful]
1 = Strongly disagree
2 = Disagree
3 = Somewhat disagree
4 = Neither disagree nor agree
5 = Somewhat agree
6 = Agree
7 = Strongly agree

For each of the statements below, please indicate the extent to which you agree or disagree; [E-cigarettes are addictive]
1 = Strongly disagree
2 = Disagree
3 = Somewhat disagree
4 = Neither disgaree nor agree
5 = Somewhat agree
6 = Agree
7 = Strongly agree

How likely are you to..... [purchase an e-cigarette in the next month]
1 = Not at all likely
2 = Slightly likely
3 = Somewhat likely
4 = Neutral
5 = Moderately likely
6 = Very likely
7 = Extremely likely

How likely are you to..... [use an e-cigarette in a quit attempt in the 6 next months]
1 = Not at all likely
2 = Slightly likely
3 = somewhat likely
4 = Neutral
5 = Moderately likely
6 = Very likely
7 = Extremely likely

Was this one of the e-cigarette packs you just viewed?
1 = Yes_Not correct
2 = No_Correct

Which e-cigarette did you find the most appealing?
1 = EC1_Cigalike
2 = EC2_Pen
3 = EC3_Minimod
4 = EC4_Mod

Which e-cigarette (if any) would you be most likely to use?
1 = EC1_Cigalike
2 = EC2_Pen
3 = EC3_Minimod
4 = EC4_Mod
5 = None

Message condition
1 = TPD1
2 = TPD2
3 = COMP
4 = TPD1COMP
5 = TPD2COMP
6 = NoMSG

Accuracy of the message rated by researchers
1 = accurate recall
2 = meaning recalled fairly accurate
3 = some content recalled
4 = paraphrased / meaning similar
5 = not accurate at all/ little attempt
6 = n/a

Please try to recall the written message you saw by selecting the correct option:
1 = Yes
2 = No

Did you think the written message was; Positive, Negative or Neutral
1 = Positive
2 = Negative
3 = Neutral

Please can you confirm which device you used to complete this survey?
1 = Desktop/Laptop
2 = Smartphone/Tablet

Condition for a priori planned comparisons
1 = TPD/No COMP
2 = TPD/COMP
3 = No TPD / No Comp
4 = No TPD/COMP

0 = outlier
1 = not an outlier