Table V.
Card sorting results for audience segmented messages
| Task 1: Take action—yesa |
Task 2: Think of self—yesb |
|||||
|---|---|---|---|---|---|---|
| Messages, n (%) | Kids, <30 (n = 9) | Kids, ≥30 (n = 13) | No Kids, <30 (n = 18) | Kids, <30 (n = 9) | Kids, ≥30 (n = 13) | No Kids, <30 (n = 18) |
| Kids do what you do | 9 (100) | 13 (100) | 14 (77.8) | 7 (77.8) | 11 (91.6) | 13 (72.2) |
| Preserve what you built | 8 (88.8) | 10 (77.0) | 15 (83.8) | 9 (100) | 10 (83.3) | 13 (72.2) |
| Double Trouble | 8 (88.9) | 10 (76.9) | 15 (83.3) | 8 (88.9) | 12 (100) | 16 (88.9) |
| Party on! | 6 (66.7) | — | 10 (55.6) | 3 (33.3) | — | 15 (83.3) |
| It won’t get any easier | 3 (33.3) | — | 11 (61.1) | 5 (55.5) | — | 13 (72.2) |
| How strong are you? | — | 7 (53.9) | 11 (61.1) | — | 9 (75) | 13 (72.2) |
| You can’t build a house alone | — | 9 (69.2) | — | — | 9 (75) | — |
| Money for you and your brothers | — | 9 (69.2) | — | — | 8 (66.6) | — |
| Grown up yet? | 8 (88.8) | 11 (84.7) | — | 6 (66.6) | 10 (83.4) | — |
| Get into the game | — | 7 (53.8) | 11 (61.1) | — | 7 (58.4) | 13 (72.2) |
| Take control | 7 (77.7) | — | 6 (33.3) | 6 (66.6) | — | 8 (44.5) |
| Time to man up | 8 (88.9) | — | — | 6 (66.6) | — | — |
aSorted into ‘might’ or ‘definitely’ categories in response to ‘Which messages would make you take action to quit smoking?’ bSorted into ‘a little’ or ‘a lot’ categories in response to ‘Which messages would make you think about your own life?’