Mean (SD) evaluation for each message by ad type and corporate identity
| Aware that Philip Morris is a tobacco company | |||
|---|---|---|---|
| Yes | No | Effect size (d) | |
| Higher numbers indicate more favourable ratings (maximum=6). | |||
| Smoking prevention | n=32 | n=36 | |
| “We Card” programme | 3.4 (1.2) | 4.0 (1.1) | 0.55 |
| Teen listens to her parents | 4.0 (1.0) | 4.4 (0.9) | 0.41 |
| Father–daughter talk | 4.1 (1.0) | 4.5 (0.8) | 0.45 |
| City kids decide for themselves | 3.5 (1.1) | 4.2 (0.8) | 0.78 |
| Charitable works | n=48 | n=33 | |
| Domestic violence | 4.0 (1.0) | 5.1 (0.6) | 1.30 |
| Food bank | 3.6 (1.0) | 4.6 (0.8) | 1.10 |
| Shelter for homeless teens | 3.6 (1.1) | 4.7 (0.8) | 1.10 |
| Meals on wheels | 4.0 (1.0) | 4.8 (0.9) | 0.86 |