Table 3

Mean (SD) comparisons† of conditions to control: current smokers (n=650)

Control
(condition 6, n=112)
Graphic ads (condition 1, n=100)Simple ads (condition 2, n=105)Elaborated ads (condition 3, n=103)Web ads (condition 4, n=110)Advertising claims (condition 5, n=120)
Addiction3.79 (0.97)3.77 (1.25)3.82 (1.38)3.93 (1.36)3.71 (1.35) 4.16 (1.31)*
Health/Safety3.67 (0.87)3.62(0.97)3.65 (1.11)3.70 (1.10)3.56 (1.10) 4.06 (1.07)**t
Composition4.35 (0.70) 4.73 (0.82)** 4.72 (0.88)** 4.72 (0.80)** 4.67 (0.92)**t 5.02 (0.90)***
Taste4.68 (1.00)4.94 (1.17) 5.14 (1.06)** 5.28 (1.04)*** 5.10 (1.12)**t 5.25 (1.17)***
Sustainability4.59 (1.07)4.82 (1.07) 5.07 (1.18)** 5.26 (1.04)*** 5.04 (1.23)** 5.26 (1.20)***
NAS attitudes1.73 (4.25)1.44 (4.27)2.56 (4.55)2.78 (4.33)2.27 (4.12) 3.17 (4.40)*
NAS intentions3.52 (1.11)3.60 (1.01)3.64 (1.13)3.80 (0.93)3.63 (1.10) 3.83 (1.03)*
Traditional cigarette intentions4.25 (1.00)4.17 (1.08)4.16 (1.00)4.13 (1.08)4.25 (0.92) 3.84 (1.24)**t
  • †Higher values indicate more favorable beliefs/attitudes towards NAS or higher intentions to use NAS.

  • Values in italics, p<0.05 with Bonferroni correction; t, p<0.10 with Bonferroni correction.

  • *p<0.05, **p<0.01, ***p<0.001.

  • NAS, Natural American Spirit.