Current smokers
Overall
(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)
Sex47453749495150
Race87898986868684
Ethnicity89918393889288
Education
% HS graduate43384839444348
% Some college or more50534752544748
% Tried (NAS)31313032313529
  • *In a 5% sample soft launch, 72% of the respondents reported a college degree. In prior data sets the researchers collected from online providers, 35%–38% of daily smokers reported a college degree; the representative sample from the National Tips campaign had a 32% weighted average with some college or more.18 Thus, this study applied a quota of 35% for respondents with a college degree.