Message testing results for health, guilt and shame messages
| Message frame | Physical health consequences (%) | Guilt (%) | Shame (%) | ||
|---|---|---|---|---|---|
| Ad message | Quit before serious consequences (n=75) | Smoking doubles your risk of stroke (n=75) | Cancer produces tar in lungs (n=75) | Nothing worse than letting your children hear you have cancer (n=75) | How others see you when smoking (n=75) |
| How believable was the message in the ad?*: Somewhat/very believable (χ2=7.199; p=0.206) | 99 | 91 | 96 | 96 | 91 |
| How relevant were the messages in this ad?*: Somewhat/very relevant (χ2=18.095; p=0.003) | 91 | 89 | 93 | 81 | 96 |
| To what extent did the ad make you think that you should try to stop smoking?†: A lot (χ2=1.856; p=0.869) | 35 | 35 | 33 | 29 | 35 |
| How much did the ad make you feel that you did not want to smoke in the future?†: A lot/quite a bit (χ2=8.246; p=0.143) | 67 | 57 | 56 | 52 | 61 |
| How effective do you think this ad will be in stopping smokers from smoking?‡: Very/quite effective (χ2=7.233; p=0.204) | 55 | 45 | 39 | 48 | 57 |
| Do you like or dislike the ad?§: Quite liked/very much liked ad (χ2=16.23; p=0.006) | 51 | 45 | 37 | 37 | 64 |
*Response options: very, somewhat, not very, not at all.
†Response options: a lot; quite a bit; a little; not much; not at all.
‡Response scale: very effective; quite effective; a little effective; not effective; not at all effective; won't work at all.
§Response scale: liked it very much; quite liked it; it was just ok; didn't really like it; hated it.