Descriptive statistics and reliability analysis of the perceived effectiveness scale for all ads
| Item | Mean | SD | Minimum | Maximum | Factor loading | Item-scale correlation | Inter-item correlation | Alpha if deleted |
| This ad made me stop and think | 2.70 | 0.91 | 1 | 4 | 0.87 | 0.89 | 0.81 | 0.81 |
| This ad grabbed my attention | 2.79 | 0.88 | 1 | 4 | 0.84 | 0.87 | 0.77 | 0.82 |
| This ad makes me want to smoke/quit smoking | 3.53 | 1.09 | 1 | 5 | 0.72 | 0.83 | 0.68 | 0.86 |
| This ad is believable | 3.62 | 1.22 | 1 | 5 | 0.72 | 0.85 | 0.70 | 0.86 |
| Perceived Effectiveness Scale | 12.45 | 3.77 | 0 | 18 | — | — | 0.69 | 0.87 |