Effect of health messages about “Light” and “Ultra Light” cigarettes on beliefs and quitting intent

Table 3

Mean (SE) “quit index” change by moderators

	Feel	Vents	Health
Years smoked^3-150
< 20	0.26	−0.06	0.05
p < 0.025^3-151	(0.06)	(0.06)	(0.04)
⩾ 20	0.03	−0.05	0.00
	(0.03)	(0.04)	(0.03)
Sex
Male	0.07	−0.05	0.04
p < 0.08	(0.05)	(0.05)	(0.04)
Female	0.23	−0.06	0.01
	(0.05)	(0.04)	(0.04)
Ethnicity
Caucasian	0.12	−0.04	0.02
NS	(0.04)	(0.03)	(0.03)
Non-caucasian	0.25	−0.08	0.02
	(0.10)	(0.12)	(0.07)
Initial “quit index” score^3-152
< 4	0.41	0.09	0.16
p < 0.005	(0.07)	(0.04)	(0.05)
⩾ 4	−0.08	−0.12	−0.03
	(0.03)	(0.04)	(0.03)
Sensation belief^3-153
⩽ 3	0.02	−0.09	0.03
p < 0.03	(0.04)	(0.04)	(0.05)
> 3	0.24	−0.02	0.02
	(0.06)	(0.06)	(0.03)
Sensory factors as reason for smoking L/ULs^3-154
Endorse	0.35	−0.04	0.06
NS	(0.10)	(0.06)	(0.04)
Non−endorse	0.10	−0.02	−0.02
	(0.05)	(0.05)	(0.06)
Delivery
⩽ 3	0.12	−0.13	−0.03
NS	(0.05)	(0.06)	(0.03)
> 3	0.17	0.01	0.07
	(0.06)	(0.04)	(0.04)

↵3-150 Median split.
↵3-151 p Values indicate the test of the interaction between message and moderator.
↵3-152 Subjects with an initial score of 6 on the “quit index” were removed from the analysis, since they could not increase their scores.
↵3-153 Differences among messages are only significant among those who initially expressed belief in sensory benefits of L/ULs (p < 0.0001), and not among those who did not (p < 0.50).
↵3-154 Assessed only among smokers of L/UL brands.

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