Responses to anti-smoking television advertisements among those who had and had not been exposed to pictorial health warnings on cigarette packets
| Exposed to pack warnings (n=279) | Not exposed to pack warnings (n=169) | Adjusted OR* 95% CI | p Value | |
| Message acceptance | % Agreed | % Agreed | ||
| Understood | 95.0 | 89.9 | 1.92 (0.87 to 4.25) | 0.109 |
| Believed | 77.1 | 63.3 | 1.96 (1.25 to 3.08) | 0.003 |
| Relevant | 81.0 | 63.3 | 2.20 (1.39 to 3.48) | 0.001 |
| Initial cognitive and emotional responses | % Agreed | % Agreed | ||
| Stop and think | 74.6 | 48.5 | 2.90 (1.86 to 4.52) | <0.001 |
| Concerned about smoking | 73.8 | 49.1 | 2.58 (1.66 to 4.01) | <0.001 |
| Feel uncomfortable | 73.8 | 56.8 | 1.72 (1.11 to 2.67) | 0.016 |
| Motivated to try to quit | 55.2 | 33.7 | 2.12 (1.34 to 3.34) | 0.001 |
| Subsequent ad impact | % Yes | % Yes | ||
| Recurring thoughts and images | 54.5 | 33.1 | 2.13 (1.38 to 3.30) | 0.001 |
| Interpersonal discussion† | 41.6 | 31.4 | 1.50 (0.97 to 2.32) | 0.066 |
| Stage-of-change at post-exposure | ||||
| Precontemplation | 30.1 | 47.3 | 0.56 (0.32 to 0.97) | 0.039 |
| Contemplation | 38.7 | 35.5 | 0.93 (0.58 to 1.51) | 0.780 |
| Preparation | 31.2 | 17.2 | 2.57 (1.31 to 5.05) | 0.006 |
↵* All models adjusted for the covariates: which advertisement was viewed; sex; age; socioeconomic disadvantage; daily cigarette consumption; stage-of-change at pre-exposure; TV viewing frequency; multiple exposures to the advertisement; and type of recall.
↵† Model also adjusted for whether there were others present when the respondent was exposed to the advertisement.