Several factors were considered in the modeling of the effects of anti-tobacco TV advertising, including age, gender, smoking status, attitude toward the regulation prohibiting smoking in public places and the workplace, educational level, and duration of residency in Chongqing. Logistic regression analysis on socio-demographic data (Table 5) indicated personality and cognitive factors. Females (51.7 %) were less likely to stop and think about smoking than males (65.6 %) (OR = 0.517, 95 % CI [0.281–0.950]) and that non-smokers (87.4 %) were more likely to find the advertisement relevant than smokers (74.8 %) (OR = 2.34, 95 % CI [1.19–4.61]). No significant predictor was found regarding discussing the advertisement with others. Respondents aged 26–35 years (67.4 %) were more likely to persuade others to quit smoking than respondents aged 18–25 years (36.3 %) (OR = 0.457, 95 % CI [0.215 -0.974]). (Refer to Table 6.