Table 3. Multiple regression analysis of targeted beliefs on “The Real Cost” ad recall.
Model 1 | Model 2 | Model 3 | Model 4 | |||||||||
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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 | |||||||||
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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.