Participant demographics (percentages by condition)
| Former smokers | |||||||
| Overall (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) | |
| Sex (% male) | 37 | 34 | 36 | 38 | 38 | 49 | 30 |
| Race (% white) | 88 | 85 | 93 | 90 | 89 | 89 | 82 |
| Ethnicity (% non-Hispanic) | 96 | 91 | 95 | 96 | 99 | 96 | 96 |
| Education* | |||||||
| % High school (HS) graduate | 40 | 37 | 44 | 40 | 40 | 41 | 37 |
| % Some college or more | 57 | 64 | 55 | 55 | 56 | 51 | 61 |
| % Tried Natural American Spirit (NAS) | 11 | 14 | 10 | 7 | 6 | 18 | 13 |