Table 4.

Correlations between ad evaluations and changes in outcomes

Actual outcomes	Change in positive attitudes towards attitudes	Change in general openness to snus	Change in openness to snus for health reasons	Change in openness to snus when cannot smoke
Ad evaluations
Perceived effectiveness	−.066*	.015	−.085**	−.136**
Informational value	.081**	−.066*	.014	−.002
Potential to stimulate discussion	−.043	−.001	−.072**	−.048
Emotional response	−.050	.015	−.074**	−.068*
Ad consistency	−.021	−.024	−.047	−.099**
Ad transportation	−.086**	.075**	−.094**	−.063*
Positive attitudes toward the ad	−.065*	.042	−.067*	−.104**

^*- p<.05,

^**- p<.01,

^***- p<.001