Multivariable linear regressions showing relation between smoker characteristics, ad categories and perceived effectiveness of cessation ads (95% CI)
| Type of ad | |||||
| Independent variables | All ads | Why to quit—graphic images | Why to quit—testimonial | How to quit—hard to quit | Anti-industry |
| Smokes less than 10 cigarettes per day | Ref | Ref | Ref | Ref | Ref |
| Smokes 10–19 cigarettes per day | 0.039 (−0.21 to 0.29) | 0.123 (−0.32 to 0.56) | −0.018 (−0.31 to 0.27) | −0.087 (−0.29 to 0.47) | 0.107 (−0.34 to 0.55) |
| Smokes 20+ cigarettes per day | −0.622*** (−0.95 to −0.29) | −0.247 (−0.73 to 0.24) | −0.399* (−0.74 to −0.06) | 0.209 (−0.25 to 0.67) | −0.302 (−0.87 to 0.27) |
| Does not want to quit ‘a lot’ | −1.748*** (−2.01 to −1.49) | −1.796*** (−2.26 to −1.34) | −1.856*** (−2.15 to −1.57) | −1.566*** (−1.97 to −1.17) | −1.640*** (−2.13 to −1.15) |
| Made no quit attempt in the past 12 months | −0.775*** (−1.02 to −0.53) | −0.947*** (−1.37 to −0.53) | −0.860*** (−1.13 to −0.59) | −0.883*** (−1.25 to −0.51) | −0.946** (−1.38 to −0.51) |
| Why to quit ad—graphic images | Ref | — | — | — | — |
| Why to quit ad—testimonial | −0.212** (−0.36 to −0.07) | — | — | — | — |
| How to quit ad | −1.188*** (−1.38 to −1.00) | — | — | — | — |
| Anti-industry ad | −1.049*** (−1.30 to −0.80) | — | — | — | |
| Female | 0.425** (0.17 to 0.68) | 0.316 (−0.09 to 0.72) | 0.533*** (0.26 to 0.8) | 0.042 (−0.33 to 0.41) | 0.356 (−0.06 to 0.78) |
| Age | |||||
| 18–24 | Ref | Ref | Ref | Ref | Ref |
| 25–39 | 0.576* (0 to 1.15) | 0.151 (−0.69 to 0.99) | 0.541* (0.02 to 1.06) | 0.807 (−0.29 to 1.90) | 0.910* (−0.09 to 1.45) |
| 40–64 | 0.765** (0.2 to 1.33) | −0.080 (−0.92 to 0.76) | 0.641* (0.13 to 1.16) | 0.766 (−0.30 to 1.86) | 0.936* (0.21 to 1.66) |
| 65+ | −0.545 (−1.34 to 0.25) | −1.190* (−2.30 to −0.08) | −0.666 (−1.4 to 0.07) | 0.255 (−0.89 to 1.40) | 0.368 (−0.88 to 1.62) |
| Education | |||||
| Less than high school | Ref | Ref | Ref | Ref | Ref |
| Some high school | 1.728 (−0.19 to 3.65) | 0.051 (−1.96 to 2.06) | 0.691 (−1.31 to 2.69) | 1.476 (−0.89 to 3.85) | −1.811 (−3.94 to 0.32) |
| High school | 1.32 (−0.44 to 3.08) | −0.581 (−2.32 to 1.15) | 0.309 (−1.52 to 2.13) | 1.054 (−0.94 to 3.05) | −1.873 (−3.76 to 0.01) |
| Some college/associate degree | 0.801 (−1.04 to 2.64) | −0.678 (−2.41 to 1.06) | −0.454 (−2.27 to 1.36) | 1.207 (−0.78 to 3.20) | −2.021* (−3.91 to −0.13) |
| Completed college or higher | 1.043 (−0.80 to 2.89) | −0.605 (−2.37 to 1.15) | −0.189 (−2.02 to 1.64) | 1.645 (−0.36 to 3.65) | −2.006* (−3.92 to −0.09) |
| Race/ethnicity | |||||
| White | Ref | Ref | Ref | Ref | Ref |
| Black/African-American | 0.892*** (0.40 to 1.38) | 1.096** (0.44 to 1.76) | 1.245*** (0.75 to 1.84) | 0.926** (0.25 to 1.608) | 1.588*** (0.75 to 2.42) |
| Hispanic/Latino | 0.697*** (0.30 to 1.10) | 0.195 (−0.54 to 0.93) | 0.323 (−0.17 to 0.82) | 1.280*** (0.73 to 1.84) | 0.001 (−0.71 to 0.71) |
| Other race | 0.051 (−0.50 to 0.60) | −0.008 (−0.95 to 0.93) | −0.036 (−0.64 to 0.57) | −0.059 (−1.04 to 0.92) | −0.425 (−1.58 to 0.73) |
| Income | |||||
| Less than $15 000 | 0.141 (−0.50 to 0.79) | 0.200 (−0.70 to 1.10) | 0.250 (−0.43 to 0.93) | 0.152 (−0.68 to 0.99) | −0.421 (−1.36 to 0.51) |
| $15 000–$24 999 | 0.230 (−0.37 to 0.83) | 0.574 (−0.33 to 1.47) | 0.486 (−0.17 to 1.14) | 0.125 (−0.69 to 0.94) | 0.075 (−0.84 to 0.99) |
| $25 000–$34 999 | 0.031 (−0.55 to 0.61) | 0.299 (−0.62 to 1.21) | 0.390 (0.24 to 1.02) | 00.92 (−0.70 to 0.89) | −0.546 (−1.39 to 0.29) |
| $35 000–$49 000 | 0.552 (−0.00 to 1.10) | 0.850* (0.04 to 1.66) | 1.001** (0.40 to 1.60) | 0.119 (−0.61 to 0.85) | 0.397 (−0.46 to 1.26) |
| $50 000–$74 999 | 0.638* (0.05 to 1.23) | 0.761 (−0.16 to 1.68) | 0.883** (0.24 to 1.53) | 0.360 (−0.47 to 1.19) | 0.362 (−0.53 to 1.25) |
| $75 000–$99 999 | 0.748*** (0.18 to 1.32) | 1.115* (0.26 to 1.97) | 0.999** (0.37 to 1.63) | 0.174 (−0.58 to 0.92) | 0.279 (−0.60 to 1.16) |
| $100 000-higher | 0.141 (−0.50 to 0.79) | 0.200 (−0.70 to 1.10) | 0.250 (−0.43 to 0.93) | 0.152 (−0.68 to 0.99) | −0.421 (−1.36 to 0.51) |
*p<0.05; **p<0.01; ***p<0.001.
Ref, reference group.