Mean (SD) comparisons† of conditions to control: former smokers (n=478)
| Control (condition 6, n=74) | Graphic ads (condition 1, n=84) | Simple ads (condition 2, n=77) | Elaborated ads (condition 3, n=87) | Web ads (condition 4, n=80) | Advertising claims (condition 5, n=76) | |
| Addiction | 3.20 (0.95) | 3.40 (1.29) | 3.11 (1.47) | 2.85 (1.29) | 3.17 (1.24) | 3.65 (1.50)* |
| Health/Safety | 2.92 (0.92) | 2.91 (1.03) | 2.73 (1.14) | 2.64 (1.09) | 2.95 (1.08) | 3.55 (1.09)*** |
| Composition | 3.89 (0.64) | 4.35 (0.87)** | 4.23 (0.68)* | 4.25 (1.02)** | 4.14 (0.76) | 4.97 (0.98)*** |
| Taste | 4.22 (0.87) | 4.31 (1.23) | 4.32 (1.18) | 4.25 (1.35) | 4.51 (1.17) | 5.09 (1.24)*** |
| Sustainability | 3.91 (0.86) | 4.14 (1.34) | 4.17 (1.06) | 4.48 (1.61)**t | 4.31 (1.17)* | 4.81 (1.31)*** |
| NAS attitudes | −3.87 (3.74) | −3.52 (4.70) | −4.14 (4.55) | −3.50 (4.52) | −3.70 (4.74) | − 1.46 (5.32)** |
| NAS intentions | 1.28 (0.52) | 1.50 (0.79)* | 1.38 (0.63) | 1.41 (0.64) | 1.35 (0.65) | 1.61 (0.88)**t |
| Traditional cigarette intentions | 1.11 (0.31) | 1.18 (0.54) | 1.09 (0.29) | 1.17 (0.60) | 1.07 (0.27) | 1.22 (0.58) |
†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 <.05, **p<0.01, ***p<0.001.
NAS, Natural American Spirit.