Experimental design: attributes and levels that were varied throughout the choice scenarios
| E-cigarette | Combustible cigarette | |
| Flavour | Plain tobacco | Plain tobacco |
| Menthol | Menthol | |
| Fruit | ||
| Sweet | ||
| Life years lost by average user | 10 | 10 |
| 5 | ||
| 2 | ||
| Unknown | ||
| Level of nicotine | High | High |
| Medium | Medium | |
| Low | Low | |
| None | ||
| Price | US$4.99 | US$4.99 |
| US$7.99 | US$7.99 | |
| US$10.99 | US$10.99 | |
| US$13.99 | US$13.99 |