[' ', ' ', 'habit', 'of', 'Student', 'A?").', 'Seventy-nine', 'percent', 'of', 'the', 'subjects', 'in', 'the', 'smoker', 'target', 'condition', 'recalled', 'the', 'target', 'smoked,', 'while', '81%', 'recognized', 'this', 'habit.', 'Factor', 'Analysis', 'of', 'Judgment', 'Items', 'A', 'principal-components', 'analysis', 'of', 'subjects’', 'ratings', 'of', 'the', 'target', 'on', 'the', '13', 'judgment', 'scales', 'revealed', 'three', 'factors', 'that', 'together', 'accounted', 'for', '67%', 'of', 'the', 'variance.', 'After', 'varimax', 'rotation,', 'seven', 'items', 'loaded', 'onto', 'a', '"glamour"', 'factor:', 'good', 'looking,', 'attractive,', 'exciting,', 'adventurous,', 'popular,', 'has', 'friends,', 'and', 'cool.', 'Three', 'items', 'loaded', 'onto', 'a', '“common', 'sense"', 'factor:', 'intelligent,', 'smart,', 'and', 'healthy.', 'Two', 'items', 'loaded', 'onto', 'a', '"maturity"', 'factor:', 'grown-up', 'and', 'mature.', 'The', 'item', 'loadings', 'ranged', 'from', '0.63', 'to', '0.89.', 'The', 'final', 'item,', 'on', 'whether', 'subjects', 'personally', 'liked', 'the', 'target,', 'did', 'not', 'load', 'cleanly', 'onto', 'any', 'of', 'the', 'factors,', 'so', 'it', 'was', 'treated', 'as', 'a', 'separate', '"personal', 'appeal"', 'factor.', 'A', 'judgmental', 'index', 'was', 'created', 'for', 'each', 'factor', 'by', 'averaging', 'subjects’', 'ratings', 'on', 'the', 'items', 'comprising', 'that', 'factor', "(Cronbach's", 'alpha', '=', '.88,', '.87,', 'and', '.83', 'for', 'glamour,', 'common', 'sense,', 'and', 'maturity,', 'respectively).', 'The', 'results', 'below', 'pertain', 'to', 'the', 'four', 'factors.', 'We', 'also', 'conducted', 'analyses', 'using', 'single', 'items', 'and', 'item', 'pairs', '(e.g.,', 'attractive', 'and', 'good', 'looking),', 'but', 'the', 'pattern', 'of', 'findings', 'was', 'unchanged.', 'Subjects’', 'Prior', 'Beliefs', 'About', 'Smokers', 'We', 'first', 'examined', 'our', 'assumption', 'that', 'subjects', 'had', 'negative', 'health-related', 'beliefs', 'about', 'smokers.', 'We', 'utilized', 'the', 'data', 'from', 'subjects', 'in', 'the', 'unrelated-to-', 'smoking', '(control)', 'ad', 'condition', 'because', 'their', 'beliefs', 'about', 'smokers', 'presumably', 'were', 'unaffected', 'by', 'ad', 'exposure.', 'These', 'subjects', 'judged', 'the', 'smoker', '(vs.', 'control)', 'target', 'less', 'favorably', 'on', 'common', 'sense', '(t', '=', '4.87,', 'p', '<', '.01)', 'and', 'on', 'personal', 'appeal', '(t', '=', '2.77,', 'p', '<', '.01).', 'However,', 'they', 'did', 'not', 'judge', 'the', 'smoker', 'significantly', 'differently', 'from', 'the', 'control', 'target', 'on', 'either', 'maturity', 'or', 'glamour.', '(See', 'Table', '929%', '89STS', '17', ' ']