Table 1.
Key Item Wordings and Scaling.
| Item | Wording |
|---|---|
| Product Health Risk | Now, think about the overall health risk of different kinds of tobacco products. Think about a scale numbered from 1 to 10, where “1” means there is no health risk at all and “10” means it poses an extremely high health risk. For each product below, please tell us where you would put it on the 1–10 scale. Natural or Additive-free cigarettes like American Spirit or Winston Unfiltered regular, full-flavor cigarettes like unfiltered Camels or Lucky Strikes Filtered regular, full-flavored cigarettes like Marlboro Reds or Newports Light cigarettes like Marlboro Lights or Camel Lights Ultra-Light cigarettes like Marlboro Ultra Lights or Carlton |
| Perceived Disease Risk | Please indicate what you believe your risk is for developing the following health problems, compared to a person who does NOT use tobacco. Lung cancer; emphysema, mouth cancer, bronchitis, heart disease, stroke, tooth loss, abscesses, nicotine addiction [For each disease listed] Would you say that you are … Much less likely (1), less likely (2), neither (3), more likely (4), much more likely (5) |
| Claim | Which of the following most accurately describes what this ad suggests or implies to you about the health risks of American Spirit? There are no health risks from American Spirit (AS) The health risks from AS are less than other tobacco products The health risks from AS are the same as other tobacco products The health risks from AS are more than other tobacco products |
| Truthfulness | How likely is it that the ad you just saw contained truthful information Not at all (1), unlikely (2), neither unlikely nor likely (3), likely (4), extremely likely (5) |
| Skepticism | How skeptical are you about the truthfulness of the ad? Not at all (1), slightly (2), somewhat (3), very (4), extremely (5) |
| Product Selection | Of all the ads you saw today, which of the products would you be most interested in trying? American Spirit; Camel Snus, Nicorette gum |
| Purchase Intention | How likely are you to purchase American Spirit in the next month? 0 (No chance) to 10 (certain) |