Table 2.

Comparison of message frames on study outcomes.

Study outcomes			Benefits of quitting versus risks of continuing to smoke							Gains of participating versus losses of not participating
			Benefits, mean (SD)		Risks, mean (SD)		P value		Gains, mean (SD)			Losses, mean (SD)		P value
Message effectiveness
	Perceived message relevance	3.70 (1.07)		3.66 (1.03)		.78		3.70 (1.05)			3.66 (1.06)		.80
	Message credibility	4.24 (0.79)		4.21 (0.77)		.70		4.19 (0.81)			4.26 (0.75)		.50
	Message clarity	4.48 (0.86)		4.40 (0.76)		.43		4.39 (0.88)			4.49 (0.74)		.28
	Informed decision making	4.03 (1.04)		3.99 (1.00)		.74		4.04 (1.01)			3.99 (1.04)		.72
Lung cancer perceptions
	Combined risk perception	2.86 (0.44)		2.88 (0.43)		.67		2.91 (0.46)			2.84 (0.41)		.13
	Affective risk response	2.64 (0.93)		2.42 (0.92)		.04		2.57 (0.95)			2.50 (0.91)		.52
	Intention to participate	4.37 (1.64)		4.06 (1.71)		.12		4.17 (1.62)			4.27 (1.73)		.61