The effects of movie condition, advertisement condition and covariates on participants' total number of cigarettes
| Total number of cigarettes smoked | |||
| exp{B} | 95% CI | Wald χ2(df) | |
| Movie condition | 0.81 | 0.53 to 1.22 | 1.06 (1) |
| Advertisement condition: | |||
| 2× Prosocial ad (reference group) | 1.00 | ||
| Prosocial + antismoking ad | 0.86 | 0.54 to 1.35 | 0.45 (1) |
| 2× antismoking ad | 0.56* | 0.33 to 0.96 | 4.45 (1) |
| Gender | 1.16 | 0.76 to 1.75 | 0.47 (1) |
| CO level: | |||
| Very light smoker (reference group) | 1.00 | ||
| Light smoker | 2.26** | 1.20 to 4.27 | 6.32 (1) |
| Heavy smoker | 2.90*** | 1.66 to 5.05 | 14.08 (1) |
Note. Poisson log-linear analyses, *p<0.05, **p<0.01, ***p<0.001.