Table 3. Multiple regression analysis of targeted beliefs on “The Real Cost” ad recall.

	Model 1			Model 2			Model 3			Model 4
	Wrinkle belief on Your Skin recall n = 1,558			Teeth belief on Your Teeth recall n = 1,655			Control belief on Bully recall n = 563			Control belief on Alison recall n = 470
	β	B	SE	β	B	SE	β	B	SE	β	B	SE
Ad recall	.142***	.088	.022	.112***	.068	.018	.136*	.087	.042	.148*	.104	.044
Age	.034*	.011	.005	.019	.006	.005	.018	.006	.007	.026	.009	.007
Sex	−.009	−.012	.028	−.030	−.041	.026	−.051**	−.076	.029	−.044*	−.065	.030
Race (White = Ref.)
Hispanic	−.072**	−.124	.040	−.021	−.036	.036	−.092***	−.165	.042	−.095***	−.171	.042
Black/AA	−.074**	−.151	.047	−.025	−.049	.046	−.039	−.082	.047	−.051*	−.109	.053
Other race	.005	.010	.039	−.022	−.046	.043	−.034	−.075	.042	−.029	−.064	.043
Sensation seeking	−.031	−.043	.032	−.084***	−.112	.030	−.086***	−.123	.033	−.092***	−.131	.033
Parental Education (HS = Ref.)
Some college	.015	.025	.048	.027	.045	.043	.067*	.119	.049	.058*	.103	.048
College degree	.036	.060	.040	.007	.011	.038	.061*	.106	.045	.055*	.096	.044
Graduate degree	.070**	.124	.044	.050*	.087	.042	.083**	.154	.045	.078**	.144	.046
Parent disapproval	.069***	.140	.037	.102***	.200	.039	.075**	.159	.046	.076**	.162	.047
Household cigarette use	−.009	−.014	.032	−.024	−.037	.033	−.021	−.035	.034	−.023	−.039	.035
Grades in school	.013	.012	.019	−.005	−.004	.019	.050*	.047	.021	.037	.035	.020
TV watching	−.027	−.001	.001	.030	.001	.001	−.028	−.001	.001	−.017	−.001	.001

Note. Boldface indicates statistical significance

^*p < 0.05,

^**p < 0.01,

^***p < 0.001

All analyses were weighted and used maximum likelihood estimation to account for values missing completely at random (MCAR).

B = unstandardized coefficient. SE = standard error, β = standardized coefficient. Ref. = reference category. AA = African American. HS = high school or less.