Comparison type | Ad headline | Mean (SD) | Ad message | Mean (SD) |
---|---|---|---|---|
Control | E-cigarettes | 1.89 (1.10) | ||
Great to use | 1.89 (1.10) | |||
Similarity | Just like a cigarette | 2.04 (1.17) | ||
Feels like smoking | 1.99 (1.14) | |||
Relieves cravings | 2.05 (1.14) | |||
Use with friends | 2.09 (1.23)* | |||
Difference | Better than a cigarette | 2.08 (1.19)** | ||
Use anywhere | 2.04 (1.22) | |||
Helps you quit | 2.06 (1.12)* | |||
Costs less | 2.09 (1.20)** | |||
Healthier | 2.12 (1.23)** |
Note: Higher means indicate greater interest in trying e-cigarettes (1=not at all—5=a great deal).
Comparison to control headline/message *p<0.05, **p<0.01.