Table 2.

Association between the gain on motivation and the gain on upstream outcomes of interest

	Smokers(motivation to quit)		Non-smokers (motivation to stay smokefree)
	OR (95% CI)	P-value	OR (95% CI)	P-value
Odds ratio for the ability of PWL4 to motivate quitting or staying smoke-free in 2015 compared to its ability in 2010
Respondent agrees it
is salient	3.2 (1.7 – 5.9)	< 0.05	2.0 (1.3 – 3.1)	< 0.05
evokes fear	5.3 (2.9 – 9.6)	< 0.0001	5.0 (3.2 – 7.9)	< 0.0001
adds information	2.6 (1.4 – 4.7)	< 0.05	2.2 (1.2 – 4.0)	< 0.05