Table 3.
Multi-attribute decision-making model for Neutral Mood State
| Message # | Theme | Motivation to Quit | Message Receptivity | Perceived Relevance | Overall Self-report ranking | Skin | Heart Rate | Eye-Tracking Overall | Psychophysiology Overall | Overall Ranking |
|---|---|---|---|---|---|---|---|---|---|---|
| A10 | Challenges of quitting | 6.26 (2.84) | 3.90 (0.75) | 4.95 (1.86) | 1 | 0.05802 | 0.39 | 14998.17 | 5 | 1 |
| A15 | Quality of life | 5.78 (2.95) | 3.68 (0.81) | 4.51 (2.00) | 10 | 0.056667 | -0.84 | 14997.72 | 2 | 2 |
| A8 | Challenges of quitting | 5.89 (2.96) | 3.78 (0.82) | 4.67 (1.98) | 7 | 0.11745 | 1.25 | 14998.72 | 5 | 2 |
| A11 | Challenges of quitting | 5.68 (2.81) | 3.73 (0.77) | 4.41 (1.91) | 12 | 0.1532 | -0.37 | 14996.65 | 1 | 4 |
| A9 | Challenges of quitting | 6.02 (2.87) | 3.83 (0.77) | 4.87 (1.84) | 5 | 0.091533 | 0.09 | 14995.55 | 9 | 5 |
| A16 | Quality of life | 6.14 (2.90) | 3.89 (0.78) | 4.85 (1.95) | 3 | 0.0411 | -0.2 | 14,996 | 13 | 6 |
| A6 | Motivations to quit | 5.51 (2.86) | 3.69 (0.79) | 4.49 (2.00) | 13 | 0.047475 | -0.88 | 14998.45 | 3 | 6 |
| A18 | Quality of life | 5.62 (2.79) | 3.64 (0.82) | 4.42 (1.91) | 14 | 0.0816 | 0.97 | 14996.74 | 8 | 8 |
| A5 | Motivations to quit | 5.55 (2.95) | 3.60 (0.82) | 4.29 (2.00) | 17 | 0.166267 | -0.65 | 14994.75 | 7 | 9 |
| A13 | Quality of life | 5.82 (2.91) | 3.79 (0.83) | 4.42 (1.98) | 9 | 0.092125 | 6.14 | 14996.61 | 16 | 10 |
| A14 | Quality of life | 5.78 (2.91) | 3.76 (0.82) | 4.65 (2.01) | 8 | 0.018933 | 0.23 | 14996.65 | 17 | 10 |
| A1 | Motivations to quit | 6.08 (3.03) | 3.89 (0.79) | 4.86 (2.00) | 4 | 0.0331 | 2.72 | 15000.73 | 22 | 12 |
| A20 | Health | 5.55 (2.86) | 3.58 (0.85) | 4.45 (1.95) | 15 | 0.0704 | 1.54 | 14997.69 | 11 | 12 |
| A7 | Challenges of quitting | 6.05 (2.94) | 3.91 (0.83) | 5.06 (1.92) | 2 | 0.067 | 1.44 | 14995.24 | 25 | 14 |
| A26 | Financial | 5.53 (2.97) | 3.64 (0.87) | 4.18 (2.15) | 19 | 0.07122 | 1.13 | 14996.29 | 12 | 15 |
| A24 | Health | 4.88 (2.88) | 3.33 (0.84) | 3.65 (1.99) | 28 | 0.289575 | 0.97 | 14996.96 | 4 | 16 |
| A2 | Motivations to quit | 5.93 (2.97) | 3.88 (0.83) | 4.8 (2.01) | 6 | 0.0445 | 1.85 | 14995.34 | 29 | 17 |
| A22 | Health | 5.29 (2.70) | 3.49 (0.84) | 4.26 (1.92) | 20 | 0.02325 | -0.07 | 14996.19 | 17 | 18 |
| A3 | Motivations to quit | 5.45 (2.95) | 3.66 (0.82) | 4.42 (2.00) | 16 | 0.088575 | 0.97 | 14994.29 | 21 | 18 |
| A21 | Health | 5 (2.84) | 3.42 (0.81) | 3.81 (2.00) | 25 | 0.0535 | 0.77 | 14996.06 | 14 | 20 |
| A4 | Motivations to quit | 4.77 (2.83) | 3.38 (0.80) | 3.5 (1.93) | 29 | 0.03905 | 0.96 | 15001.36 | 10 | 20 |
| A17 | Quality of life | 5.44 (2.99) | 3.68 (0.81) | 4.3 (2.01) | 18 | 0.048675 | 0.91 | 14995.47 | 22 | 22 |
| A28 | Financial | 5.07 (2.74) | 3.43 (0.77) | 3.87 (2.02) | 23 | 0.04024 | 0.48 | 14996.19 | 17 | 22 |
| A29 | Financial | 5.54 (2.79) | 3.78 (0.83) | 4.56 (2.00) | 11 | 0.0398 | 1.43 | 14994.86 | 30 | 24 |
| A19 | Health | 4.83 (2.87) | 3.27 (0.78) | 3.89 (1.91) | 27 | 0.0523 | -0.14 | 14995.23 | 15 | 25 |
| A23 | Health | 5.03 (2.74) | 3.42 (0.79) | 3.88 (1.90) | 24 | 0.119533 | 1.15 | 14994.64 | 20 | 26 |
| A25 | Financial | 5.17 (2.85) | 3.56 (0.88) | 4.04 (2.07) | 21 | 0.0221 | 0.28 | 14995.9 | 24 | 27 |
| A27 | Financial | 5.08 (2.90) | 3.51 (0.85) | 3.92 (2.00) | 22 | 0.03416 | 3.06 | 14997.13 | 26 | 28 |
| A30 | Financial | 4.97 (2.79) | 3.42 (0.79) | 3.73 (1.91) | 26 | 0.022083 | 1.64 | 14996.74 | 28 | 29 |
| A12 | Challenges of quitting | 4.67 (2.97) | 3.11 (0.95) | 3.17 (2.06) | 30 | 0.0498 | 6.69 | 14996.53 | 27 | 30 |
Note. Overall ranking for self-report was calculated by adding the means of motivation to quit, message receptivity, and perceived relevance. Then, scores were ranked with higher scores ranking better. Overall psychophysiological ranking was calculated by taking the rank score for each measure (heart rate, skin conductance, overall eye-tracking) within its measure category and summing it with each of the other psychophysiological rankings. Overall ranking was computed by taking the mean of the overall self-report ranking and psychophysiological ranking. Then, based on the mean, each message was assigned an overall ranking. Self-report means are shown for each message and standard deviations are in parentheses