Table 2.
Attitudinal and Behavioral Outcomes by Message Type (n = 1509)
| Message 1 (n = 378) | Message 2 (n = 378) | Message 3 (n = 376) | Message 4 (n = 377) | p-value across messages | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Message perceptionsa | Mean | SD | IQI | Mean | SD | IQI | Mean | SD | IQI | Mean | SD | IQI | |
| Acceptable | 4.0 | 1.0 | 3–5 | 3.9 | 1.1 | 3–5 | 4.1 | 0.9 | 4–5 | 3.9 | 1.0 | 3–5 | 0.041 |
| Believable | 4.1 | 1.0 | 4–5 | 3.9 | 1.1 | 3–5 | 4.1 | 0.9 | 4–5 | 3.9 | 1.0 | 3–5 | 0.020 |
| Personally relevant | 4.0 | 1.1 | 4–5 | 3.8 | 1.2 | 3–5 | 3.9 | 1.1 | 3–5 | 3.6 | 1.3 | 3–5 | <0.001e |
| Effective | 3.5 | 1.2 | 3–5 | 3.3 | 1.2 | 3–4 | 3.5 | 1.1 | 3–4 | 3.3 | 1.2 | 3–4 | 0.019 |
| Fear-inducingb | |||||||||||||
| Alarmed | 2.3 | 1.0 | 1–3 | 2.1 | 1.0 | 1–3 | 1.7 | 0.9 | 1–2 | 1.8 | 0.9 | 1–3 | <0.001f |
| Worried | 2.5 | 1.0 | 2–4 | 2.3 | 1.0 | 1–3 | 1.9 | 0.9 | 1–3 | 1.9 | 0.9 | 1–3 | <0.001f |
| Attitudinal outcomesa | Mean ∆ | SD | Mean pre- and post-scores | Mean ∆ | SD | Mean pre- and post-scores | Mean ∆ | SD | Mean pre- and post-scores | Mean ∆ | SD | Mean pre- and post-scores | |
| Change in concern about physical health | 0.09d | 0.6 | 3.5, 3.6 | 0.04 | 0.5 | 3.4, 3.4 | 0.0 | 0.6 | 3.4, 3.4 | −0.002 | 0.5 | 3.3, 3.3 | 0.032 |
| Change in concern about mental health | 0.07 | 0.6 | 3.0, 3.1 | 0.02 | 0.6 | 3.0, 3.0 | 0.01 | 0.5 | 2.9, 2.9 | 0.06 | 0.5 | 2.9, 2.9 | 0.341 |
| Change in concern about financial security | 0.01 | 0.6 | 3.4, 3.4 | −0.04 | 0.5 | 3.6, 3.6 | 0.0 | 0.5 | 3.5, 3.5 | −0.01 | 0.6 | 3.5, 3.5 | 0.819 |
| Change in quit intentionsc | 0.2d | 0.7 | 2.9, 3.2 | 0.3d | 0.9 | 2.8, 3.1 | 0.1d | 0.6 | 2.7, 2.9 | 0.1d | 0.6 | 2.7, 2.8 | <0.001g |
| Behavioral outcome | n | % | — | n | % | — | n | % | — | n | % | — | |
| Accessed additional information (yes) | 138 | 36.5 | — | 166 | 43.9 | — | 173 | 46.0 | — | 189 | 50.1 | — | 0.002h |
aAssessed on 5-point scales: “Not at all acceptable/believable/relevant/effective/concerned” to “Very acceptable/believable/relevant/effective/concerned.”
bAssessed on a 4-point response scale: Not at all, A little, A moderate amount, A lot.
cAssessed on a 5-point scale reverse scored as “Not thinking about giving up smoking” to “Trying to quit smoking at the moment.”
dSignificant difference between pre- and post-exposure mean scores.
ePairwise comparisons showed significant differences between Messages 1 and 4 (p < 0.001) and Messages 3 and 4 (p = .002).
fPairwise comparisons showed significant differences between Messages 1 and 3, Messages 1 and 4, Messages 2 and 3, and Messages 2 and 4 (all p < .001).
gPairwise comparisons showed significant differences between Messages 1 and 3, Messages 1 and 4, Messages 2 and 3, and Messages 2 and 4 (all p < .001).
hPairwise comparisons showed a significant difference between Messages 1 and 4 (p < .001). SD = standard deviation. IQI = interquartile interval. No differences observed in outcomes between countries.