title: Use of propensity score matching to evaluate a national smoking cessation media campaign.
abstract: Sustained mass media campaigns have been recommended to stem the tobacco epidemic in the United States. Propensity score matching (PSM) was used to estimate the effect of awareness of a national smoking cessation media campaign (EX) on quit attempts and cessation-related cognition. Participants were 4,067 smokers and recent quitters aged 18-49 in targeted U.S. media markets. Controlling for potential confounders through PSM and regression analysis, confirmed awareness of EX was not significantly associated with either outcome at 6-month follow-up. Matched analyses excluding 217 quitters resulted in a significant effect of EX on both outcomes.
authors.affiliation: Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USA. avillant@jhsph.edu
authors.forename: Andrea C
authors.initials: AC
authors.lastname: Villanti
authors.forename: Jennifer
authors.initials: J
authors.lastname: Cullen
authors.forename: Donna M
authors.initials: DM
authors.lastname: Vallone
authors.forename: Elizabeth A
authors.initials: EA
authors.lastname: Stuart
mesh_terms: D000293:Adolescent; D000328:Adult; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D008402:Mass Media; D008875:Middle Aged; D055441:Poria; D015397:Program Evaluation / Q000379:methods; D057216:Propensity Score; D016540:Smoking Cessation; D014481:United States; D055815:Young Adult