Table 2.

Mean engagement and perceived effectiveness (PE) of PSAs categorized by presence/absence of characters

	# of PSAs	# of Responses	Engagement			PE
			M	SD	95% CI	M	SD	95% CI
All PSAs	100	4,588	2.74	0.36	2.67 ~ 2.81	3.00	0.27	2.95 ~ 3.05
Either-character PSAs	85	3,819	2.78	0.36	2.70 ~ 2.86	3.04	0.27	2.98 ~ 3.09
No-character PSAs	15	769	2.49	0.25	2.35 ~ 2.63	2.79	0.19	2.69 ~ 2.89
			t = 2.96, p = .004			t = 3.38, p = . 001
Smoker-present PSAs	63	2,872	2.85	0.37	2.76 ~ 2.94	3.09	0.27	3.02 ~ 3.15
No-smoker PSAs	37	1,716	2.54	0.27	2.45 ~ 2.63	2.85	0.22	2.78 ~ 2.92
			t = 4.50, p < .001			t = 4.57, p < .001
Persuader-present PSAs	78	3,443	2.81	0.36	2.72 ~ 2.89	3.06	0.27	3.00 ~ 3.12
No-persuader PSAs	22	1,145	2.49	0.23	2.39 ~ 2.60	2.78	0.17	2.71 ~ 2.86
			t = 3.83, p < .001			t = 4.64, p < .001

Note. Number of responses refers to the number of responses without missing data on perceived effectiveness.

More responses were missing for engagement, resulting in smaller sample size for models with engagement as a dependent variable (see Table 3).