Table 2

Differences in perceived informativeness and emotion between three versions of the nine Food and Drug Administration (FDA) labels (text only, picture only and text+picture)

	FDA text only (LSM, CI)	FDA picture only (LSM, CI)	FDA text+picture (LSM, CI)	Overall p-value	Cohen’ s d (T vs P)	Cohen’s d (T vs TP)	Cohen’s d (P vs TP)
Perceived informativeness
Overall (n=1838)	6.47 (6.34 to 6.61)*	5.75 (5.61 to 5.88)^†	6.54 (6.40 to 6.67)*	<0.001	0.31	0.03	0.33
Never smoker (n=764)	6.48 (6.28 to 6.67)*	5.61 (5.41 to 5.81)^†	6.57 (6.37 to 6.77)*	<0.001	0.37	0.05	0.42
Transitioning smoker (n=505)	6.76 (6.48 to 7.05)*	6.04 (5.70 to 6.32)^†	6.79 (6.50 to 7.07)*	<0.001	0.30	0.01	0.31
Current smoker (n=569)	6.20 (5.95 to 6.44)*	5.65 (5.41 to 5.90)^†	6.26 (6.01 to 6.50)*	<0.001	0.23	0.03	0.25
Emotion
Overall	4.15 (4.00 to 4.30)*	4.35 (4.20 to 4.50)^†	4.53 (4.38 to 4.68)^‡	<0.001	0.08	0.15	0.07
Never smoker	3.36 (3.15 to 3.57)*	3.57 (3.37 to 3.78)^†	3.81 (3.60 to 4.02)^‡	<0.001	0.09	0.20	0.11
Transitioning smoker	4.80 (4.46 to 5.13)*	4.97 (4.64 to 5.30)^†	5.11 (4.77 to 5.44)^†	<0.001	0.06	0.11	0.05
Current smoker	4.32 (4.04 to 4.60)*	4.54 (4.26 to 4.82)^†	4.67 (4.39 to 4.95)^‡	<0.001	0.08	0.13	0.05

Estimates are from PROC MIXED models in SAS. All estimates were adjusted for sex, age, race and educational level. Smoking status was adjusted for in the overall estimates. In the estimates for current smokers, number of cigarettes smoked daily was also adjusted for. Overall p-values were from the Type 3 F-tests of Fixed Effects from SAS PROC MIXED. Estimates with the different superscripts in each row are significantly different (p<0.05). Cohen’s d was computed as differences in sample means divided by corresponding pooled SD.
LSM, least squares means; LSM Diff, differences of least squares Means; P, picture only; T, text only; TP, text + picture.