Table 3

Estimated parameters of the alternative-specific conditional logit models predicting perceptions of product harm and motivation to not smoke

Harm perception (n=693)Motivation to not smoke (n=774)
EstimateSEEstimateSE
Within subjects
 Brand
  Marlboro (ref) versus Pall Mall−0.223†0.058−0.177†0.053
  Marlboro (ref) versus Camel−0.0990.057−0.0840.054
  Marlboro (ref) versus Basic−0.318†0.058−0.208†0.053
 Tar
  High (ref) versus low−0.118*0.060−0.0690.053
  Low × numeric information−0.580†0.084−0.276†0.077
 Disease statement
  Cancer (ref) versus cardiovascular disease−0.0460.0580.1000.053
  Cancer (ref) versus lung disease−0.0270.0570.0740.054
  Cancer (ref) versus adverse pregnancy outcomes−0.172†0.057−0.207†0.055
 Disease link
  No link (ref) versus link0.0410.0420.182†0.039
Between subjects
 Listing of constituents
  Listed (ref) versus grouped
  1: Choice A (left)−0.0750.0650.0290.064
  2: Choice B (right)0.0360.0640.128*0.063
  3: Bothrefrefrefref
  4: None0.1450.2170.1620.131
 Numeric information
  No numbers (ref) versus numeric
  1: Choice A (left)0.289†0.0780.1100.075
  2: Choice B (right)0.332†0.0760.0800.074
  3: Bothrefrefrefref
  4: None−0.0320.2160.0230.131
 Smoking status
  Smoker (ref) versus susceptible non-smoker
  1: Choice A (left)−0.486†0.085−0.340†0.080
  2: Choice B (right)−0.436†0.082−0.234†0.077
  3: Bothrefrefrefref
  4: None−1.326†0.376−0.878†0.195
  • The parameter estimate represents the contribution of that attribute level to the final model. Parameter estimates reflect binary coding of attribute levels and control for likelihood of choosing ‘no difference’ and the two ‘no difference’ alternatives (ie, ‘both’ vs ‘none’).

  • *Significant at the p<0.05 level.

  • †Significant at the p<0.01 level.