Mean healthy, desirability and social acceptability ratings (SD in parentheses) towards tobacco and e-cigarettes by smoking group pre and post advertisement presentation
| Sample | |||||||||
| Attitude target | Attitude dimension | Non-smoker (n=410) | E-cigarette user (n=100) | Smoker (n=115) | Dual user (n=145) | ||||
| Pre | Post | Pre | Post | Pre | Post | Pre | Post | ||
| Cigarette | Healthy | 1.27 (0.83) | 1.28 (0.76) | 1.47 (0.90) | 1.47 (0.81) | 1.59 (0.90) | 1.73 (1.03) | 2.08 (1.35) | 2.26** (1.50) |
| Desirability | 1.86 (1.45) | 1.77 (1.35) | 2.84 (1.79) | 2.58* (1.67) | 3.52 (1.78) | 3.21** (1.67) | 3.85 (1.87) | 3.71 (1.82) | |
| Social Acceptability | 2.63 (1.57) | 2.39*** (1.54) | 3.04 (1.76) | 2.86* (1.78) | 3.43 (1.55) | 3.30 (1.64) | 3.36 (1.67) | 3.39 (1.77) | |
| E-cigarette | Healthy | 2.53 (1.38) | 2.68** (1.51) | 4.79 (1.60) | 4.82 (1.65) | 3.03 (1.48) | 3.21*** (1.54) | 3.80 (1.33) | 4.01** (1.42) |
| Desirability | 2.76 (1.57) | 2.91* (1.70) | 5.36 (1.44) | 5.21 (1.37) | 3.91 (1.45) | 3.91 (1.54) | 4.82 (1.21) | 5.03** (1.24) | |
| Social Acceptability | 3.93 (1.58) | 3.81* (1.07) | 5.08 (1.45) | 5.07 (1.46) | 4.59 (1.39) | 4.50 (1.40) | 5.28 (1.05) | 5.14 (1.18) | |
Note: Comparisons are made pre-post for each dimension for each group, with significant differences marked with asterisk(s): *P<0.05; **p<0.005; ***p<0.001.