Note: All coefficients are unstandardised regression coefficients. Addictiveness beliefs were excluded from the analysis due to multicollinearity (assessed through Variance Inflation Factor statistics) and because they were least affected by exposure to the advertising materials; regression sought to identify which beliefs motivated by exposure most influenced attitudes. Regression analyses controlled for sex, education, race, ethnicity and having tried Natural American Spirit.

**p<0.01, ***p<0.001.