Table 4

Correlations between score on advertising dimension and perceived effectiveness of anti-tobacco TV ads by follow up smoking status (n = 9 ads)

Ad dimension	Quitters^4-151	Continuing smokers^4-152	Non-smokers^4-153
Positive emotion	−0.88^4-160	−0.68^4-150	−0.80^4-160
Negative emotion	0.83^4-160	0.52	0.75^4-150
Strength of emotional appeal	0.94^4-165	0.91^4-165	0.95^4-165
Cognitive quality	0.92^4-165	0.78^4-160	0.93^4-165
Helpfulness	0.26	0.54	0.36

↵4-151 Mean rating of effectiveness for n=135 respondents who quit smoking between baseline and follow up.
↵4-152 Mean rating of effectiveness for n=650 respondents who do not quit smoking between baseline and follow up.
↵4-153 Mean rating of effectiveness for n=759 respondents who were former or never smokers at baseline and follow up.
↵4-150 p < 0.05;
↵4-160 p < 0.01;
↵4-165 p < 0.001.