Table 3.

Analysis of covariance (ANCOVA) test statistics for motivation to quit smoking by message framing (gain or loss), cigarette pack branding (plain or branded), and their interaction

	ANCOVA Results
	Average Across Warnings		Lung Disease		Cancer		Mortality		Stroke/Heart Attack
	F	Partial η2	F	Partial η2	F	Partial η2	F	Partial η2	F	Partial η2
Main Effects
Branding	0.29	0.0004	0.37	0.0005	0.05	0.0001	0.65	0.0009	0.18	0.0003
Message Framing	1.15	0.002	2.18	0.0031	1.61	0.002	1.93	0.003	0.13	0.0002
Interaction Effects
Branding × Message Framing	4.91*	0.007	5.11*	0.007	6.58*	0.009	5.67*	0.008	1.48	0.002

Covariates included in the ANCOVA were baseline motivation to quit, cigarettes smoked/day, preferred brand, and demographics (race/ethnicity, income, employment, and marital status).

^*p < 0.05