Table 2

Mean (SE) change in beliefs about Light/Ultra Light cigarettes and interest in quitting by message and type of cigarette smoked

	Feel			Vents				Health				Mean scores by message group for Regular, Light, and Ultra Light smokers combined
	Regular	Light		UL	Regular			Light	UL			Regular	Light	UL	Feel	Vents	Health
Delivery composite	−0.68¹	−0.76	−0.93²		−0.53	−0.56	−0.52			−0.19	−0.19	−0.22			−0.75^a	−0.54^b	−0.19^c
Delivery composite	(0.07)	(0.08)	(0.11)		(0.06)	(0.07)	(0.09)			(0.04)	(0.05)	(0.05)			(0.05)	(0.04)	(0.03)

Safety composite	−0.21¹	−0.35²	−0.57²		−0.18	−0.29	−0.22			−0.03	−0.07	−0.07			−0.32^a	−0.23^b	−0.06^c
Safety composite	(0.05)	(0.05)	(0.11)		(0.04)	(0.05)	(0.07)			(0.03)	(0.03)	(0.05)			(0.03)	(0.03)	(0.02)

Risk of Light cigarettes	−0.57	−0.55	−0.70		−0.22	−0.25	−0.16			−0.11	−0.08	−0.16			−0.58^a	−0.22^b	−0.11^b
Risk of Light cigarettes	(0.16)	(0.12)	(0.19)		(0.11)	(0.11)	(0.19)			(0.09)	(0.07)	(0.17)			(0.09)	(0.07)	(0.06)

Risk of Ultra Light cigarettes	−0.75	−0.77	−0.98		−0.28	−0.39	−0.42			−0.08	−0.23	−0.12			−0.79^a	−0.34^b	−0.15^b
Risk of Ultra Light cigarettes	(0.18)	(0.15)	(0.22)		(0.15)	(0.13)	(0.19)			(0.13)	(0.08)	(0.19)			(0.11)	(0.09)	(0.07)

Quit Index	0.06¹	0.17	0.34²		−0.08	−0.06	0.04			0.03	−0.04	0.18			0.14^a	−0.05^b	0.02^b
Quit Index	(0.05)	(0.05)	(0.13)		(0.06)	(0.04)	(0.08)			(0.04)	(0.03)	(0.11)			(0.04)	(0.03)	(0.03)

For beliefs and ratings of Light/Ultra Light cigarettes, a negative number indicates less acceptance of Light/Ultra Light cigarettes. For the “quit index”, a positive number indicates an increase in interest in quitting.
^{1 2}Means that have different superscripts differ significantly. Means without superscripts do not differ from the other two (p < 0.05).
^{a b c}For comparisons of the mean scores (see last column), means with different letters indicate significant differences between messages (p < 0.05).