Comparison of indicators of participants' perception of the movie character and movie between the two movie conditions
| Perception participant | |||||
| The Living Daylights | Dr No | ||||
| Non-smoking model | Smoking model | ||||
| Mean | SD | Mean | SD | 95% CI for the difference | |
| Boring versus pleasantly engaging | 4.81 | 1.20 | 4.55 | 1.18 | −0.26 to 0.78 |
| Unkind versus kind | 5.19 | 1.10 | 5.23 | 1.10 | −0.52 to 0.44 |
| Unattractive versus attractive | 4.84 | 1.48 | 4.50 | 1.59 | −0.33 to 1.01 |
| Annoying versus not annoying | 5.47 | 1.40 | 5.05 | 1.66 | −0.26 to 1.09 |
| Unfriendly versus friendly | 5.14 | 1.15 | 4.85 | 1.25 | −0.23 to 0.81 |
| Arrogant versus not arrogant | 3.02 | 1.42 | 3.35 | 1.70 | −1.01 to 0.36 |
| Tough versus sissy | 3.14 | 1.64 | 2.80 | 1.34 | −0.32 to 1.00 |
| Smart versus stupid | 2.81 | 1.65 | 2.55 | 1.47 | −0.42 to 0.95 |
| Similarity with movie character | 2.16 | 1.19 | 2.49 | 1.21 | −0.85 to 0.20 |
| Appreciation of the movie | 3.28 | 0.83 | 3.35 | 0.83 | −0.43 to 0.29 |
Note. The two movies did not differ significantly (p<0.05) for each of the 10 indicators.