TABLE 2.
Effects of Potential Exposure to 2 Types of Ads on Odds of Quitting Smoking: UMass Tobacco Study, 2001–2004
| Main Predictors | OR (95% CI) |
| Highly emotional or personal testimonial ad GRPsa | 1.14** (1.02, 1.29) |
| Comparison ad GRPsa | 0.93 (0.61, 1.40) |
| Age,b y | 1.00 (0.98, 1.01) |
| Interview gap, mo | 1.00 (0.92, 1.08) |
| SES | |
| Low (Ref) | 1.00 |
| Mid | 1.70** (1.02, 2.83) |
| High | 1.70* (0.95, 3.03) |
| Undetermined | 2.11** (1.07, 4.14) |
| Race/ethnicity | |
| White (Ref) | 1.00 |
| Minority | 0.55* (0.29, 1.04) |
| Gender | |
| Women (Ref) | 1.00 |
| Men | 1.09 (0.75, 1.59) |
| Addiction level | |
| Heavyc | 0.42*** (0.29, 0.60) |
| Lightd (Ref) | 1.00 |
| TV-watching frequency, d/wk | |
| 0–3 (Ref) | 1.00 |
| 4–6 | 1.09 (0.70, 1.71) |
| 7 | 1.00 (0.63, 1.58) |
| Media market | |
| Boston, MA (Ref) | 1.00 |
| Albany–Schenectady–Troy, NY | 0.43 (0.01, 15.22) |
| Providence–New Bedford, MA | 0.85 (0.34, 2.13) |
Note. CI = confidence interval; GRPs = gross ratings points; OR = odds ratio; SES = socioeconomic status.
a
Summed GRPs, divided by 1000, of state-sponsored and American Legacy Foundation–sponsored ads aired in the 24 months before the baseline interview.
b
The continuous age variable (each smoker's baseline age in years (range = 18–83 y) was included as a covariate in each analysis. The odds ratio of 1.00 was rounded up from 0.997.
c
Smoked within 30 minutes of waking or smoked more than 20 cigarettes per day.
d
Did not smoke within 30 minutes of waking and smoked fewer than 20 cigarettes per day.
*P < .10; *P < .05; ***P < .001.