Differences in perceived informativeness and emotion between text and pictorial warning labels
| Pictorial Labels (LSM, CI) | Text Labels (LSM, CI) | LSM Diff t-value | p-value | Cohen’s d | |
| Perceived Informativeness | |||||
| Overall (n=1838) | 6.14 (6.02 to 6.27) | 6.15 (6.02 to 6.27) | 0.25 | 0.80 | 0.003 |
| Never smoker (n=764) | 6.13 (5.96 to 6.31) | 6.16 (5.99 to 6.34) | 0.77 | 0.44 | 0.01 |
| Transitioning smoker (n=505) | 6.42 (6.17 to 6.68) | 6.39 (6.13 to 6.64) | −0.77 | 0.44 | 0.01 |
| Current smoker (n=569) | 5.89 (5.67 to 6.11) | 5.90 (5.67 to 6.13) | 0.30 | 0.76 | 0.01 |
| Emotion | |||||
| Overall | 4.42 (4.28 to 4.56) | 4.21 (4.07 to 4.35) | −11.55 | <0.001 | 0.08 |
| Never smoker | 3.63 (3.45 to 3.83) | 3.40 (3.21 to 3.59) | −8.90 | <0.001 | 0.10 |
| Transitioning smoker | 5.06 (4.74 to 5.37) | 4.82 (4.51 to 5.13) | −6.04 | <0.001 | 0.05 |
| Current smoker | 4.54 (4.27 to 4.80) | 4.38 (4.11 to 4.65) | −4.91 | <0.001 | 0.06 |
Estimates are from PROC MIXED models in SAS.
All estimates were adjusted for sex (men vs women), age (<25 years, 25–44 years, 45–64 years and 65+ years), race (white vs other races) and educational level (high school or less, some college and Bachelor’s degree or higher).
Smoking status was adjusted for in the overall estimates. In the estimates for current smokers, number of cigarettes smoked daily was also adjusted for. Cohen’s d was computed as differences in sample means divided by the corresponding pooled SD.
LSM, least squares means; LSM Diff, differences of least squares means.