Influence of health warning labels on WTS among female Emirati college students.

Table 3: Influence of health warning labels on WTS among female Emirati college students.

Subtheme	Factors	Selected Quotes
Content will not change behavior	Behavior change	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)
		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)
		Rat poison? The shisha smoke contains rat poison? (Participant 2)
		… rat poison will make me worried about my health. (Participant 6)
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)
Content will change behavior	Behavior change	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).

Note: N = 10.