Table 1.
Participant demographic characteristics for the total sample and for each (randomly assigned) counter-advertisement group.
| Characteristic | N | % | Control/ Control (n=230), % |
Control/ Smokeless (n=204), % |
Expe- riment (n=218), % |
Poison control (n=233), % |
Spit swallow (n=241), % |
Target (n=228), % |
Keep smoking (n=239), % |
Industry cartoon (n=243), % |
|---|---|---|---|---|---|---|---|---|---|---|
| Gender | ||||||||||
| Male | 859 | 46.8 | 46.1 | 47.5 | 47.7 | 44.2 | 43.2 | 48.2 | 49.8 | 47.7 |
| Female | 977 | 53.2 | 53.9 | 52.5 | 52.3 | 55.8 | 56.8 | 51.8 | 50.2 | 52.3 |
| Age, years | ||||||||||
| 18–29 | 285 | 15.5 | 18.7 | 16.7 | 16.1 | 15.0 | 15.4 | 17.1 | 13.8 | 11.9 |
| 30–44 | 445 | 24.2 | 18.3 | 25.5 | 27.1 | 22.7 | 25.7 | 23.2 | 26.4 | 25.1 |
| 45–59 | 753 | 41.0 | 43.9 | 41.7 | 35.3 | 43.8 | 40.7 | 41.2 | 39.3 | 42.0 |
| 60+ | 353 | 19.2 | 19.1 | 16.2 | 21.6 | 18.5 | 18.3 | 18.4 | 20.5 | 21.0 |
| Race | ||||||||||
| White, Non-Hispanic | 1,343 | 73.1 | 72.2 | 71.1 | 73.4 | 68.7 | 78.4 | 71.5 | 76.6 | 72.8 |
| Black, Non-Hispanic | 185 | 10.1 | 9.6 | 10.3 | 8.7 | 12.0 | 8.7 | 9.2 | 8.8 | 13.2 |
| Other, Non-Hispanic | 49 | 2.7 | 4.3 | 2.5 | 3.7 | 2.6 | 0.8 | 2.6 | 2.9 | 2.1 |
| Hispanic | 189 | 10.3 | 8.7 | 10.8 | 9.2 | 12.9 | 10.4 | 12.7 | 9.6 | 8.2 |
| 2+ Races, Non-Hispanic | 70 | 3.8 | 5.2 | 5.4 | 5.0 | 3.9 | 1.7 | 3.9 | 2.1 | 3.7 |
| Education | ||||||||||
| Less than high school | 174 | 9.5 | 10.4 | 12.3 | 7.3 | 11.6 | 9.1 | 9.6 | 10.0 | 5.8 |
| High school | 725 | 39.5 | 36.5 | 36.3 | 48.2 | 42.1 | 36.1 | 32.9 | 38.1 | 45.7 |
| Some college | 589 | 32.1 | 30.4 | 32.8 | 27.1 | 31.3 | 38.2 | 36.4 | 33.5 | 26.7 |
| Bachelor’s degree or higher | 348 | 19.0 | 22.6 | 18.6 | 17.4 | 15.0 | 16.6 | 21.1 | 18.4 | 21.8 |
| Annual Household Income (thousand USD) | ||||||||||
| <24.9 | 571 | 31.1 | 31.7 | 32.8 | 27.1 | 37.8 | 29.0 | 32.0 | 26.4 | 32.1 |
| 25–59.9 | 679 | 37.0 | 38.3 | 36.8 | 42.7 | 30.5 | 37.8 | 37.7 | 37.7 | 35.0 |
| >60 | 586 | 31.9 | 30.0 | 30.4 | 30.3 | 31.8 | 33.2 | 30.3 | 36.0 | 32.9 |
| Region | ||||||||||
| Northeast | 275 | 15.0 | 15.2 | 16.7 | 14.2 | 13.7 | 14.9 | 15.8 | 15.5 | 14.0 |
| Midwest | 489 | 26.6 | 24.3 | 27.9 | 30.3 | 25.3 | 28.2 | 21.5 | 27.6 | 28.0 |
| South | 695 | 37.9 | 43.5 | 32.4 | 31.7 | 43.3 | 35.7 | 39.0 | 37.2 | 39.1 |
| West | 377 | 20.5 | 17.0 | 23.0 | 23.9 | 17.6 | 21.2 | 23.7 | 19.7 | 18.9 |
| Smoking Status | ||||||||||
| Current smoker | 1,412 | 76.9 | 72.2 | 76.0 | 76.1 | 80.3 | 77.2 | 77.2 | 74.5 | 81.5 |
| Former smoker | 424 | 23.1 | 27.8 | 24.0 | 23.9 | 19.7 | 22.8 | 22.8 | 25.5 | 18.5 |
| Smokeless Tobacco User | ||||||||||
| Never user | 1,432 | 78.0 | 78.3 | 72.5 | 79.8 | 74.7 | 80.5 | 77.6 | 80.8 | 79.0 |
| Past user | 308 | 16.8 | 17.4 | 19.1 | 15.1 | 18.5 | 13.3 | 18.4 | 15.1 | 17.7 |
| Current user | 96 | 5.2 | 4.3 | 8.3 | 5.0 | 6.9 | 6.2 | 3.9 | 4.2 | 3.3 |
Note. No significant differences existed between conditions on participant characteristics except for education, where there were significant differences between experimental conditions (χ2(21) = 33.489, p<.05). There were fewer participants with less than high school education in the Industry Cartoon condition as compared to other conditions.