Table 2 Summary of participants’ responses to warnings

Novel Health Themes

Stuffed Lungs

• High visual impact;

• Easily understood;

• Strong salience (especially with male participants);

• Risk seen as distal and inconvenient rather than life-threatening

Eyeball

• High visual impact;

• Poorly understood;

• Limited salience, though multiple messages resonated with the few who understood these;

• Not seen as presenting an immediate risk.

Social Risk Themes

Male and female mouth (two images)

• High visual impact;

• Easily understood;

• Strong salience with both males and females;

• Immediate risk that stimulated concern despite reported precautions

Perfume bottle

• Weaker visual impact;

• Not easily understood;

• Strong salience with both males and females;

• Immediate risk but lower levels of concern

Product Denormalisation Themes

Dagger

• Moderate visual impact;

• Easily understood;

• Weak salience;

• Not seen as presenting an immediate risk.

Poison bottle

• Weaker visual impact;

• Easily understood;

• Weak salience;

• Not seen as presenting an immediate risk.

Ashtray

• Weaker visual impact;

• Easily understood;

• Weak salience;

• Not seen as presenting an immediate risk.