Private use of WTS

Personal

In our home, we have this outside kitchen thing, and the maid already has the shisha set up. When nobody is home, I'm like 'make it for me.' She does, and I'm under the table [breathes in mimicking deep inhalation], and I keep doing it and seeing if anyone is coming. And then I'm like don't tell anyone, I'm going to get really upset. She's my friend. I have a friend in the maid. (Participant 1)

It's about reputation, and what other people will think… if you smoke you are a bad girl and that is shame for the family…it's not about health it's about reputation and family name. (Participant 2)

At the last family gathering, I sat between my grandma and my mom. My grandma was smoking a cigarette, and my mom was smoking shisha. They were telling me 'go sit there', but I wanted to sit beside them. (Participant 9)

Public use of WTS

Personal

…places where mostly the expats go. (Participant 3)

The door is separated from the place I'm sitting in. There is a wall in between. Whoever is coming and leaving cannot see me. (Participant 8)

…Plus in other places, if you want privacy you need to pay 100 dirhams per hour. (Participant 8)

If my brothers found out, I would get killed. (Participant 10)

Social activity

Personal

Basically, anyone in the family. Brothers, sisters, uncles...They would kill me. Even though they're all smokers, they're not into us smoking…Smoke but don't get caught. So you don't smoke inside I come up with brilliant ideas whenever I'm smoking while writing with my right hand, smoking with my left hand. My brain doesn't stop functioning, and I get the missing word or the time or the structure or the idea…or the inspiration. (Participant 1)

Variety and Flavor

Environmental

I like the smell of apple, but I cannot try it because it is so strong. If I smoked it, it would be so apparent…like candy with smoke – amazing. (Participant 3)

…I don't know what it is exactly. It's like blueberries if I'm not mistaken… Blue mist is light and tastes cold—like when you brush your teeth and get a cool breeze. (Participant 4)

…In fancy places, they have like a split pipe, and the head has a pineapple. (Participant 6)

Family Influences

Personal

… my dad used to smoke beside us when I was young. They say it sticks to your unconscious. (Participant 3)

I remember when I wanted to try it. My senior year [of high school] I tried it twice. The idea of smoking shisha was so addictive because the feeling was so amazing. Back in senior year I just had a lot of issues, so it felt good to smoke…You know they smoke in front of us then wonder where we got the idea from. It doesn't matter if you're a man or a woman, we've been taught to do this……the first thing my dad is going to tell me is 'what if someone saw you, what would they think of you? They will forget what they think; they will blame me for making people see me. Because it's socially [prohibited]… by my family, and that is the highest authority we have, is our society. (Participant 8)

Content will not change behavior

Behavior change

Rat poison? The shisha smoke contains rat poison? (Participant 2)

… rat poison will make me worried about my health. (Participant 6)

I really don't care… Like I know a lot of people die and they didn't smoke. Like from lung cancer. So it doesn't really matter. (Participant 3)

Like we already know that! It's like people coming up to me like, 'you should wear a scarf because…'and I say listen, Islam has existed 1400 years now. I know about this. It's not like I'm an ignorant, waiting for you to tell me this. I know. I just don't want to do it. I know smoking causes this. People when they do this annoy me. I know that. (Participants 3)

There are other things that lead to death; too much stress, heart break, psychological issues—many basic things that will eventually kill you. At least when you smoke, it is your own choice. So you won't be nagging or so dramatic even if you get cancer. But for the other things, you have no choice and are basically a victim, that's what matters more. (Participant 8)

Content will change behavior

Behavior change

If I see those teeth [health-warning label] every time I take a pull, I'm sure I will smoke for less time. (Participant 4)

Yeah, the viewer will look at this [gum diseases warning label] and remember the taste and link the taste with the teeth image and it is no longer worth it (Participant 7).