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