Variable
|
Quitter (n=135)2-150
|
Continuing smoker (n=650)
|
Continuing former or never smoker (n=759)
|
Total (n=1544)
|
p Value
|
Demographic characteristics
|
Age (x̄), (95% CI) | 38.25 (±3.18) | 39.19 (±2.20) | 43.75 (±2.57) | 42.08 | 0.008 |
Male (%), (95% CI) | 38.01 (±17.2) | 44.90 (±8.08) | 44.72 (±8.00) | 44.45 | 0.768 |
Low education2-151(%), (95% CI) | 40.08 (±17.5) | 59.42 (±7.59) | 29.12 (±6.33) | 38.66 | 0.00 |
Married (%), (95% CI) | 86.06 (±9.11) | 67.75 (±7.59) | 71.47 (±6.84) | 71.07 | 0.036 |
Reactions to TV campaign
|
Exposure |
Saw any TV ads (%), (95% CI) | 97.02 (±1.80) | 88.70 (±5.96) | 86.85 (±4.47) | 87.89 | 0.003 |
Number of ads recognised(x̄), (95% CI) | 4.89 (±0.57) | 4.83 (±0.44) | 4.29 (±0.28) | 4.48 | 0.044 |
Receptivity |
Recalled well done ad (%), (95% CI) | 66.70 (±18.1) | 47.93 (±34.2) | 63.38 (±8.64) | 58.74 | 0.030 |
Recalled poorly done ad(%), (95% CI) | 19.97 (±16.6) | 14.77 (±5.41) | 9.83 (±4.76) | 11.91 | 0.272 |
Perceived effectiveness of recalled ads2-152 (x̄), (95% CI) | 6.71 (±0.86) | 6.74 (±0.40) | 7.58 (±0.31) | 7.29 | 0.003 |