Table 1

Mean (n) perceived effectiveness by type of advertisement recalled and respondent characteristics

Illness (n = 271)Outraged (n=30)Other Massachusetts (n=199)Philip Morris (n=89)
*Cells with different superscriptsa,b are significantly different from each other at the 0.001 level of confidence.
Mean rating*8.27a8.14a7.03b5.83b
Age (years)
    14–158.17 (148)8.53 (20)6.71 ( 97)6.99 (42)
    16–178.36 (123)7.12 (10)7.31 (102)4.63 (47)
Sex
    Male8.01 (145)8.29 (19)6.71 (110)5.69 (46)
    Female8.55 (126)7.88 (11)7.32 ( 89)6.04 (43)
Race/ethnicity
    White8.28 (221)7.84 (23)7.00 (145)5.38 (69)
    Non-white8.20 ( 50)9.07 ( 7)7.14 ( 54)8.36 (20)
Smoking status
    Smoker8.16 ( 44)7.48 ( 7)6.19 ( 34)3.29 (11)
    Non-smoker8.29 (227)8.83 (23)7.34 (165)6.42 (78)