Table 4.
Adjusted pair-wise mean (standard error) differences in motivation to quit smoking between study conditions
| Motivation to Quit Smoking | Loss-Framed Branded Packs (A) |
Gain-Framed Branded Packs (B) |
Loss-Framed Plain-Packs (C) |
Gain-Framed Plain Packs (D) |
|---|---|---|---|---|
| Average Across All Warnings | 5.1 (0.20) | 5.0 (0.17) | 4.7 (0.20) | 5.2 (0.17) |
| Lung Disease Warning | 5.5 (0.22) | 5.3 (0.18) | 5.0 (0.23)D | 5.5 (0.18)C |
| Cancer Warning | 5.4 (0.23) | 5.3 (0.19) | 5.1 (0.23)D | 5.6 (0.19)C |
| Death Warning | 5.2 (0.24) | 5.0 (0.19) | 4.7 (0.24)C | 5.3 (0.20)D |
| Stroke/Heart Attack Warning | 4.5 (0.23) | 4.4 (0.19) | 4.3 (0.23) | 4.5 (0.19) |
Motivation to quit based on scale from 1 to 7 with higher values indicating stronger motivation. Average motivation is across all 4 pictorial warnings; warning specific motivation is for each individual pack image viewed. Superscript letters adjacent to means indicate significant differences at p < 0.05 in pair-wise comparisons of adjusted means between study conditions after Tukey’s post hoc adjustment. Means are adjusted for baseline motivation to quit, cigarettes smoked per/day, preferred cigarette brand, and demographics (race/ethnicity, income, employment, and marital status) based on the results of bivariate analyses.