Use of propensity score matching to evaluate a national smoking cessation media campaign
Andrea C Villanti1, Jennifer Cullen, Donna M Vallone
1Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USA. avillant@jhsph.edu
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.
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