Table 1 Sample descriptive statistics (N = 6427)

How much do you agree or disagree with the following?

% agree/strongly agree (SE)

% agree/strongly agree (SE)

Brand Loyalty

I’d like to help truth make a difference in my generation

42.4 (0.49)

43.8 (0.50)

I’d defend truth on social media if someone were putting it down

32.6 (0.47)

29.9 (0.46)

I’d follow truth on social media

25.5 (0.44)

23.5 (0.42)

Leadership/Popularity

truth is for people like me

38.9 (0.49)

40.1 (0.49)

Brand Personality

How much do you agree or disagree with

the following? Truth is … .

Inspired

72.3 (0.45)

69.9 (0.46)

Powerful

67.2 (0.47)

65.2 (0.48)

In control of their own decisions

78.0 (0.41))

78.3 (0.41)

Independent

74.0 (0.44)

74.3 (0.44)

Honest

75.8 (0.43)

75.3 (0.43)

Innovative

62.7 (0.48)

61.6 (0.49)

Brand Awareness

When you think of truth, you think …?

Tobacco companies lie

77.7 (0.42)

76.9 (0.42))

The tobacco industry tries to get young people to smoke other products like hookah

57.7 (0.49)

60.8 (0.49)

Tobacco company ads are a joke

56.0 (0.50)

58.7 (0.49)

 Gender (%)

Female

59.3

Male

40.7

 Race/Ethnicity (%)

Non-Hispanic White

64.4

Non-Hispanic Black

11.3

Hispanic/Latino

15.8

Non-Hispanic other

8.5

 Self-Described Financial Situation (%)

Live comfortably

37.5

Meet needs with a little left

38.9

Just meet basic expenses, and

18.4

Do not meet basic expenses

5.2

 Education (%)

Less than high school

14.1

High school graduate

17.5

Some college/associates degree

37.5

College graduate or more

30.9

 Parent Education (%)

Less than high school

3.8

High school graduate

11.8

Some college/associates degree

23.4

College graduate or more

61.0

 Mean (SD)

Age

21.2 (2.7)

Sensation seeking

3.0 (0.8)