Table 1.
Bids, Demographic Characteristics, and Background Characteristics
| Overall (N = 409) | Control group (N = 90) | Print ad only (N = 110) | Video ad only (N = 110) | Print and video ad (N = 99) | |
|---|---|---|---|---|---|
| Bid for cigarettes | $3.80 (2.8) | $3.98 (2.9) | $3.85 (2.8) | $3.34 (2.6) | $4.10 (3.1) |
| Bid for single-use e-cigarette | $4.22 (6.0) | $4.22 (4.3) | $4.74 (8.5) | $3.38 (3.5) | $4.56 (6.2) |
| Bid for e-cigarette starter kit | $10.31 (14.0) | $9.09 (9.8) | $11.17 (16.5) | $9.31 (10.4) | $11.58 (17.5) |
| Age | 41.1 (14.3) | 39.4 (14.5) | 41.9 (14.6) | 40.9 (14.1) | 42.0 (14.0) |
| Participant’s BMI | 28.2 (6.9) | 27.8 (5.9) | 29.2 (7.3) | 27.5 (6.7) | 28.1 (7.6) |
| Self-rated health (1 = excellent through 5 = poor) | 2.66 (0.90) | 2.55 (0.99) | 2.69 (0.92) | 2.60 (0.85) | 2.80 (0.83) |
| Education level (0 = no HS degree, 1 = HS degree/GED, 2 = some college, 3 = associates degree, 4 = bachelor’s degree, 5 = graduate degree) | 1.60 (1.12) | 1.43a (1.04) | 1.75 (1.23) | 1.65 (1.15) | 1.54 (1.05) |
| Percent white | 0.60 | 0.59 | 0.63 | 0.52 | 0.66 |
| Percent black | 0.33 | 0.34 | 0.31 | 0.37 | 0.30 |
| Percent race—other | 0.07 | 0.07 | 0.06 | 0.11 | 0.04 |
| Percent female | 0.43 | 0.36 | 0.49 | 0.48 | 0.38 |
| Percent with income < 30K | 0.52 | 0.51 | 0.59 | 0.49 | 0.47 |
| Percent with income between 30K and 60K | 0.15 | 0.20b | 0.12 | 0.20 | 0.18 |
| Percent with income over 60K | 0.06 | 0.06 | 0.05 | 0.06 | 0.08 |
| Percent income—declined to answer | 0.27 | 0.33 | 0.24 | 0.25 | 0.27 |
| Percent in Buffalo, NY | 0.52 | 0.61 | 0.48 | 0.52 | 0.48 |
| Percent in Selinsgrove, PA | 0.48 | 0.39 | 0.52 | 0.48 | 0.52 |
| Percent that used e-cigarettes at some point | 0.52 | 0.52 | 0.58 | 0.45 | 0.50 |
| Percent that are moderately or very worried about the future | 0.57 | 0.61 | 0.52 | 0.59 | 0.58 |
| Percent that have completed at least some college | 0.45 | 0.36 | 0.49 | 0.52 | 0.43 |
| Percent that smoke a pack or more of cigarettes daily | 0.26 | 0.21 | 0.32 | 0.23 | 0.27 |
BMI = body mass index; GED = General Education Diploma; HS = high school. Except where noted above, there were no statistically significant differences between the control group and any treatment group. SDs in parentheses.
aThe difference in education level in the control group and the print-only group is statistically significant at the 5% level.
bThe difference in the percent with incomes between $30 000 and $60 000 in the control group and the print-only group and the print and video group is statistically significant at the 5% level.