Table 1

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)37343638384930
Race (% white)88859390898982
Ethnicity (% non-Hispanic)96919596999696
Education*
% High school (HS) graduate40374440404137
% Some college or more57645555565161
% Tried Natural American Spirit (NAS)111410761813