TABLE 1—
Demographic Characteristics of Current Smokers and Recent Quitters and Virtual Shopping Task Measures in Virtual Reality Study of Effects of Point-of-Sale Tobacco Displays and Graphic Health Warnings: United States, December 2011–January 2012
| Characteristic | Total (n = 1216), % or Mean (SD) | Condition 1: Open Display, No GHWS (n = 209), % or Mean (SD) | Condition 2: Enclosed Display, No GHWS (n = 200), % or Mean (SD) | Condition 3: Enclosed Display With Tobacco Ads on Cabinet, No GHWS (n = 210), % or Mean (SD) | Condition 4: Open Display, GHWS (n = 192), % or Mean (SD) | Condition 5: Enclosed Display, GHWS (n = 204), % or Mean (SD) | Condition 6: Enclosed Display With Tobacco Ads on Cabinet, GHWS (n = 201), % or Mean (SD) |
| Smoking status | |||||||
| Current smoker | 61.1 | 61.7 | 61.0 | 61.9 | 58.9 | 62.8 | 60.2 |
| Recent quitter | 38.9 | 38.3 | 39.0 | 38.1 | 41.1 | 37.3 | 39.8 |
| Age, y | |||||||
| 18–34 | 37.4 | 36.8 | 35.0 | 34.0 | 42.7 | 37.9 | 38.0 |
| 35–54 | 35.6 | 36.8 | 36.0 | 35.4 | 32.8 | 31.5 | 41.0 |
| ≥ 55 | 27.0 | 26.3 | 29.0 | 30.6 | 24.5 | 30.5 | 21.0 |
| Gender (male) | 44.9 | 49.8 | 44.0 | 41.2 | 43.8 | 47.8 | 43.0 |
| Race/ethnicity | |||||||
| White, non-Hispanic | 87.1 | 88.8 | 85.9 | 90.9 | 86.2 | 84.3 | 86.4 |
| Non-White, non-Hispanic | 8.5 | 7.3 | 9.1 | 4.3 | 9.0 | 10.3 | 11.1 |
| Hispanic | 4.4 | 3.9 | 5.0 | 4.8 | 4.7 | 5.4 | 2.5 |
| Education | |||||||
| ≤ high school | 10.8 | 8.1 | 15.0 | 10.5 | 7.8 | 14.2 | 9.0 |
| ≥ some college | 89.2 | 91.9 | 85.0 | 89.5 | 92.2 | 85.8 | 91.0 |
| Virtual shopping task | |||||||
| Time spent in shopping aisles, s | 217.3 (3.5) | 221.7 (7.9) | 228.7 (10.7) | 217.1 (8.6) | 211.5 (7.3) | 217.1 (9.4) | 207.2 (7.6) |
| Time spent at counter, s | 35.6 (0.6) | 36.9 (1.5) | 33.2 (1.5) | 35.7 (1.5) | 36.5 (1.5) | 34.2 (1.3) | 37.1 (2.0) |
| Virtual store resembled real-world convenience stores | |||||||
| Not at all | 2.2 | 1.0 | 2.0 | 3.3 | 1.0 | 2.0 | 4.0 |
| A little/somewhat | 45.3 | 45.0 | 46.0 | 52.4 | 39.6 | 47.1 | 41.3 |
| Very/a lot | 52.5 | 54.1 | 52.0 | 44.3 | 59.4 | 51.0 | 54.7 |
| Visit convenience stores few times/wk or practically every daya | 44.6 | 40.4 | 44.0 | 46.2 | 42.7 | 44.1 | 50.3 |
| Saw tobacco for sale | 61.5 | 88.5 | 49.5b | 47.6c | 91.2 | 41.7d | 51.7ef |
| Saw GHWSg | 23.1 | 5.8 | 2.5 | 4.3 | 37.0h | 52.9ij | 37.8kl |
Note. GHWS = graphic health warning sign.
Dichotomized variable: Reference category is those who go to convenience stores about once per week, about once per month, or hardly ever.
P < .01 between conditions 1 and 2.
P < .01 between conditions 1 and 3.
P < .01 between conditions 4 and 5.
P < .01 between conditions 4 and 6.
P < .05 between conditions 5 and 6.
Awareness of GHWS confirmed if participants responded yes to "When you were in the virtual store, did you notice health warning signs about smoking posted in the checkout area?" and then correctly identified messages on the GHWS (Smoking causes lung cancer; Quit smoking today; Call 1-800-QUIT-NOW) from a list of 3 correct and 3 incorrect messages. If they identified only incorrect messages (Smoking causes impotence; Smoking causes birth defects; Call 311 to quit smoking) or identified more incorrect messages than correct messages, they were coded as not having confirmed awareness of the GHWS.
P < .01 between conditions 1 and 4.
P < .01 between conditions 2 and 5.
P < .01 between conditions 4 and 5.
P < .01 between conditions 3 and 6.
P < .01 between conditions 5 and 6.