Descriptive statistics (mean (SD)) of outcome measures in the three experimental groups (excluding children who had ever smoked tobacco or used e-cigarettes)
| Control n=133 | Glamour n=136 | Health n=142 | Total n=411 | |
|---|---|---|---|---|
| Measures assessed across the three experimental conditions | ||||
| Appeal of tobacco smoking | 1.21 (0.44) | 1.16 (0.34) | 1.20 (0.57) | 1.19 (0.46) |
| Perceived pros of tobacco | 1.81 (0.75) | 1.85 (0.72) | 1.92 (0.82) | 1.86 (0.76) |
| Perceived cons of tobacco smoking | 4.63 (0.45) | 4.56 (0.80) | 4.38 (0.98) | 4.52 (0.78) |
| Smoking can harm your health | 4.83 (0.56) | 4.79 (0.77) | 4.72 (0.86) | 4.78 (0.74) |
| How dangerous is smoking more than 10 cigarettes a day? | 4.68 (0.63) | 4.66 (0.69) | 4.61 (0.85) | 4.65 (0.73) |
| How dangerous is smoking one or two cigarettes occasionally? | 3.57 (1.03)a,b | 3.24 (1.18)a | 3.11 (1.28)b | 3.30 (1.18) |
| Tobacco smoking prevalence estimates | 32.55 (23.30) | 35.19 (26.44) | 29.47 (24.29) | 32.37 (24.78) |
| Appeal of using e-cigarettes | 1.58 (0.80) | 1.66 (0.86) | 1.65 (0.80) | 1.63 (0.82) |
| E-cigarette use prevalence estimates | 17.45 (15.55)a | 25.06 (24.27)a,b | 18.16 (20.42)b | 20.24 (21.20) |
| Measures assessed only in the two conditions were adverts were shown | ||||
| Appeal of e-cigarette adverts | – | 1.74 (0.63) | 1.83 (0.63) | 1.79 (0.63) |
| Interest in buying and trying e-cigarettes | – | 1.36 (0.49) | 1.44 (0.57) | 1.40 (0.53) |
Means (SDs) in the same row with same letters are significantly different at p<0.05.