Mean (SE) “quit index” change by moderators
| Feel | Vents | Health | |
| Years smoked3-150 | |||
| < 20 | 0.26 | −0.06 | 0.05 |
| p < 0.0253-151 | (0.06) | (0.06) | (0.04) |
| ⩾ 20 | 0.03 | −0.05 | 0.00 |
| (0.03) | (0.04) | (0.03) | |
| Sex | |||
| Male | 0.07 | −0.05 | 0.04 |
| p < 0.08 | (0.05) | (0.05) | (0.04) |
| Female | 0.23 | −0.06 | 0.01 |
| (0.05) | (0.04) | (0.04) | |
| Ethnicity | |||
| Caucasian | 0.12 | −0.04 | 0.02 |
| NS | (0.04) | (0.03) | (0.03) |
| Non-caucasian | 0.25 | −0.08 | 0.02 |
| (0.10) | (0.12) | (0.07) | |
| Initial “quit index” score3-152 | |||
| < 4 | 0.41 | 0.09 | 0.16 |
| p < 0.005 | (0.07) | (0.04) | (0.05) |
| ⩾ 4 | −0.08 | −0.12 | −0.03 |
| (0.03) | (0.04) | (0.03) | |
| Sensation belief3-153 | |||
| ⩽ 3 | 0.02 | −0.09 | 0.03 |
| p < 0.03 | (0.04) | (0.04) | (0.05) |
| > 3 | 0.24 | −0.02 | 0.02 |
| (0.06) | (0.06) | (0.03) | |
| Sensory factors as reason for smoking L/ULs3-154 | |||
| Endorse | 0.35 | −0.04 | 0.06 |
| NS | (0.10) | (0.06) | (0.04) |
| Non−endorse | 0.10 | −0.02 | −0.02 |
| (0.05) | (0.05) | (0.06) | |
| Delivery | |||
| ⩽ 3 | 0.12 | −0.13 | −0.03 |
| NS | (0.05) | (0.06) | (0.03) |
| > 3 | 0.17 | 0.01 | 0.07 |
| (0.06) | (0.04) | (0.04) | |
↵3-150 Median split.
↵3-151 p Values indicate the test of the interaction between message and moderator.
↵3-152 Subjects with an initial score of 6 on the “quit index” were removed from the analysis, since they could not increase their scores.
↵3-153 Differences among messages are only significant among those who initially expressed belief in sensory benefits of L/ULs (p < 0.0001), and not among those who did not (p < 0.50).
↵3-154 Assessed only among smokers of L/UL brands.