Table III.
Results of two-group two-period crossover analysis for media literacy, attitudes, and normative beliefs
| Item | Period |
Treatment |
Interaction |
|||
|---|---|---|---|---|---|---|
| Fa | Pa | F | P | F | P | |
| SML items | ||||||
| To make money, tobacco companies would do anything they could get away with. | 1.11 | 0.30 | 0.62 | 0.43 | 3.41 | 0.07 |
| Certain cigarette brands are specially designed to appeal to young children. | 3.99 | 0.05 | 15.5 | <0.001 | 0.67 | 0.41 |
| Cigarette ads try to link smoking to things that people want like love, beauty and adventure. | 4.90 | 0.03 | 7.72 | 0.006 | 0.00 | 0.98 |
| Wearing a shirt with a cigarette logo on it makes a person into a walking advertisement. | 0.13 | 0.72 | 3.21 | 0.08 | 0.51 | 0.48 |
| There are often hidden messages in cigarette ads. | 0.15 | 0.70 | 8.42 | 0.004 | 0.02 | 0.89 |
| Movie scenes with smoking in them are constructed very carefully. | 0.66 | 0.42 | 5.46 | 0.02 | 0.07 | 0.79 |
| Cigarette ads show scenes with a healthy feel to make people forget about the health risks. | 0.20 | 0.66 | 5.75 | 0.02 | 0.06 | 0.81 |
| Most movies and TV shows that show people smoking make it look more attractive than it really is. | 1.70 | 0.20 | 7.56 | 0.007 | 1.52 | 0.22 |
| When you see a smoking ad, it is very important to think about what was left out of the ad. | 0.24 | 0.62 | 6.72 | 0.01 | 0.59 | 0.44 |
| Total SML | 1.82 | 0.18 | 11.99 | <0.001 | 0.87 | 0.35 |
| Attitude utems | ||||||
| Smoking cigarettes is not as bad for a person’s health as everyone makes it out to be. | 3.75 | 0.06 | 0.24 | 0.62 | 0.59 | 0.45 |
| Smoking cigarettes at parties is fun. | 3.37 | 0.07 | 0.04 | 0.84 | 0.75 | 0.39 |
| Smoking helps people deal with problems of stress. | 0.00 | 0.96 | 2.45 | 0.12 | 0.05 | 0.83 |
| Smoking helps people stay thin. | 0.91 | 0.34 | 0.30 | 0.58 | 0.10 | 0.75 |
| Smokers are more fun to be around than nonsmokers. | 9.96 | 0.002 | 0.65 | 0.42 | 0.75 | 0.39 |
| If someone starts smoking every day, it is very hard for them to stop.b | 0.26 | 0.61 | 0.11 | 0.74 | 0.50 | 0.48 |
| Smoking makes a person look more sexy. | 11.16 | 0.001 | 0.87 | 0.35 | 0.15 | 0.70 |
| Total positive attitudes | 8.83 | 0.004 | 0.07 | 0.79 | 0.26 | 0.61 |
| Normative belief items | ||||||
| ‘Cool’ people smoke cigarettes more than ‘uncool’ people. | 0.36 | 0.55 | 1.49 | 0.23 | 0.04 | 0.84 |
| A wealthy person is more likely to smoke cigarettes than a poor person. | 0.22 | 0.64 | 2.26 | 0.14 | 0.05 | 0.82 |
| A successful person is more likely to smoke cigarettes than an unsuccessful person. | 0.02 | 0.88 | 8.78 | 0.004 | 0.01 | 0.91 |
| Total positive normative beliefs | 0.01 | 0.15 | 5.39 | 0.02 | 0.00 | 0.96 |
aF and P statistics determined using analysis of variance. Bold values indicate P < 0.05.
bThis item was reversed coded during development of composite scale.