Baseline and post-baseline anti-industry attitudes & beliefs, confirmed awareness of truth® ads, and truth® ad reactions across tobacco producing states (TPS) and non-tobacco producing states (non-TPS)
| State groups | Baseline* | Post-baseline* | ||
|---|---|---|---|---|
| Anti-industry attitudes/beliefs (1–5 point range) Mean (SE)§ †† | Anti-industry attitudes/beliefs (1–5 point range) Mean (SE)‡ § ¶ †† | Confirmed awareness of truth® ads % (SE)§ | Reactions to truth® ads** (1–3 point range) Mean (SE) | |
| n1, baseline sample size; n2, post-baseline sample size. | ||||
| *Baseline results use the pre-campaign survey; post-baseline results collapse data from the five subsequent waves after campaign launch. | ||||
| **Data on reactions to truth® ads are from the subpopulation with confirmed awareness of at least one truth® ad. | ||||
| Threshold for significance uses Bonferroni correction. | ||||
| †TPS v non-TPS, low different at p<(0.05)/6 = 0.008. | ||||
| ‡TPS v non-TPS, high different at p<0.008. | ||||
| §TPS v CA/FL/MA different at p<0.008. | ||||
| ¶Non-TPS, low v non-TPS, high different at p<0.008. | ||||
| ††Non-TPS, low v CA/FL/MA different at p<0.008. | ||||
| ‡‡non-TPS, high v CA/FL/MA different at p<0.008. | ||||
| TPS (n1 = 381; n2 = 1548) | 3.86 (0.06) | 3.98 (0.04) | 57.8% (2.4%) | 2.60 (0.05) |
| Non-TPS, low (n1 = 589; n2 = 4,734) | 3.89 (0.05) | 4.06 (0.02) | 61.3% (1.4%) | 2.63 (0.03) |
| Non-TPS, high (n1 = 1,792; n2 = 13,284) | 4.02 (0.03) | 4.16 (0.02) | 63.4% (1.4%) | 2.58 (0.03) |
| CA, FL, MA (n1 = 676; n2 = 5306) | 4.14 (0.04) | 4.22 (0.02) | 66.4% (1.4%) | 2.62 (0.02) |
| All states (n1 = 3438; n2 = 24869) | 3.99 (0.02) | 4.12 (0.01) | 62.6% (0.8%) | 2.61 (0.01) |