Intercept | 0.49 | *** | 0.02 | | 0.35 | *** | 0.14 | *** | 0.13 | *** |
Australia | −0.04 | | 0.02 | | 0.01 | | 0.00 | | 0.02 | |
Britain | −0.02 | | 0.03 | | −0.14 | ** | −0.05 | | −0.02 | |
Youth target audience | −0.03 | | 0.00 | | 0.01 | | 0.00 | | −0.01 | |
Personal testimonial execution | 0.29 | *** | 0.14 | *** | 0.20 | *** | 0.14 | *** | 0.13 | *** |
Visceral negative execution | 0.25 | ** | 0.22 | *** | 0.21 | *** | 0.21 | *** | 0.19 | *** |
Prior exposure | 0.35 | ** | 0.15 | + | 0.18 | + | 0.10 | | 0.02 | |
Theme | | | | | | | | | | |
Health effects (referent) | (ref) | | (ref) | | (ref) | | (ref) | | (ref) | |
Cessation | −0.11 | | −0.03 | | −0.07 | | −0.10 | | −0.05 | |
Secondhand smoke | 0.11 | | 0.12 | + | 0.06 | | 0.08 | | 0.06 | |
Health benefits | 0.09 | | 0.08 | + | 0.06 | | 0.05 | | 0.03 | |
Industry manipulation | −0.04 | | 0.01 | | −0.06 | | 0.00 | | −0.03 | |
Uncool | −0.14 | | −0.07 | | −0.09 | | −0.07 | | −0.10 | + |
Other | −0.02 | | 0.10 | | −0.10 | | −0.06 | | −0.08 | |