Table 1

Discrete choice experiment (DCE): products, attributes and levels

CigarettesClosed-system e-cigarettesOpen-system e-cigarettesHeated tobacco products (HTP)
Flavour

  • Tobacco

  • Menthol

  • Tobacco

  • Menthol

  • Non-flavoured

  • Tobacco

  • Menthol

  • Non-flavoured

  • Non-TM flavours*

  • Tobacco

  • Menthol

Nicotine level

  • Regular

  • Low

Price

  • Current market price

  • 50% higher than the current market price

  • *Non-TM flavours refer to flavours other than menthol and tobacco such as fruit, coffee and candy. This flavour was offered for open-system e-cigarettes in the first DCE, but not in the second DCE.