Sample characteristics (overall and stratified by ‘no difference’ choice) and logit models predicting ‘no difference’ for perceptions of harm and motivation to not smoke
| Characteristic | Entire Sample | Harm perception | Motivation to not smoke | ||
| Difference in products* | No difference† | Difference in products* | No difference† | ||
| % | % | % | % | ||
| Sample size | 1212 | 693 | 519 | 774 | 438 |
| Gender | |||||
| Male | 40.8 | 45.9 | 34.1 | 44.4 | 34.5 |
| Female | 59.2 | 54.1 | 65.9 | 55.6 | 65.5 |
| Age group (years) | |||||
| 18–24 | 26.4 | 29.7 | 22.0 | 30.4 | 19.4 |
| 25–29 | 33.3 | 36.5 | 29.1 | 35.3 | 29.9 |
| 30–49 | 21.0 | 21.5 | 20.2 | 22.1 | 19.0 |
| 50–64 | 19.3 | 12.3 | 28.7 | 12.3 | 31.7 |
| Race/ethnicity | |||||
| White | 80.9 | 77.6 | 85.2 | 79.2 | 83.8 |
| Black | 6.6 | 7.4 | 5.6 | 6.9 | 6.2 |
| Hispanic/Latino | 7.8 | 9.7 | 5.2 | 8.9 | 5.7 |
| Other | 4.8 | 5.3 | 4.1 | 5.0 | 4.3 |
| Education | |||||
| High school or less | 49.8 | 44.3 | 57.0 | 45.1 | 58.0 |
| More than high school | 50.3 | 55.7 | 43.0 | 54.9 | 42.0 |
| Smoking status/6-month quit intention | |||||
| Susceptible non-smoker | 19.9 | 19.3 | 20.6 | 28.8 | 18.3 |
| Smoker: high-tar/quit intention | 11.6 | 14.6 | 7.7 | 13.6 | 8.2 |
| Smoker: high-tar/no quit intention | 28.5 | 27.8 | 29.3 | 27.6 | 29.9 |
| Smoker: low-tar/quit intention | 12.9 | 13.3 | 12.5 | 13.6 | 11.9 |
| Smoker: low-tar/no quit intention | 27.1 | 25.0 | 29.9 | 24.4 | 31.7 |
| Random group assignment | |||||
| Numbers/grouped | 24.9 | 26.8 | 22.4 | 23.4 | 27.6 |
| Numbers/listed | 25.7 | 26.6 | 24.5 | 25.1 | 26.7 |
| No numbers/grouped | 24.8 | 22.5 | 27.9 | 24.8 | 24.9 |
| No numbers/listed | 24.6 | 24.1 | 25.2 | 26.7 | 20.8 |
*Selected a product for at least one choice set.
†Selected ‘no difference’ option for all eight choice sets.