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Use of Propensity Score Matching to Evaluate a National Smoking Cessation Media Campaign

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  • Andrea C. Villanti
  • Jennifer Cullen
  • Donna M. Vallone
  • Elizabeth A. Stuart

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.

Suggested Citation

  • Andrea C. Villanti & Jennifer Cullen & Donna M. Vallone & Elizabeth A. Stuart, 2011. "Use of Propensity Score Matching to Evaluate a National Smoking Cessation Media Campaign," Evaluation Review, , vol. 35(6), pages 571-591, December.
    • Handle: RePEc:sae:evarev:v:35:y:2011:i:6:p:571-591
    DOI: 10.1177/0193841X11435399
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    References listed on IDEAS

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    1. Levy, D.T. & Mabry, P.L. & Graham, A.L. & Orleans, C.T. & Abrams, D.B., 2010. "Exploring scenarios to dramatically reduce smoking prevalence: A simulation model of the three-part cessation process," American Journal of Public Health, American Public Health Association, vol. 100(7), pages 1253-1259.
    2. Lu B. & Zanutto E. & Hornik R. & Rosenbaum P.R., 2001. "Matching With Doses in an Observational Study of a Media Campaign Against Drug Abuse," Journal of the American Statistical Association, American Statistical Association, vol. 96, pages 1245-1253, December.
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    Cited by:

    1. Matthew A. COLE & Robert R.J. ELLIOTT & OKUBO Toshihiro & Liyun ZHANG, 2017. "The Pollution Outsourcing Hypothesis: An empirical test for Japan," Discussion papers 17096, Research Institute of Economy, Trade and Industry (RIETI).

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