Seeing and liking cigarette advertisements: is there a 'mere exposure' effect?
The association between exposure to an advertisement and liking it was robust and could not be fully explained without referring to either unmeasured confounding or implicit advertising effects (e.g. mere exposure). Implicit effects have implications for prevention strategies as it may be very difficult to counteract unconscious advertising effects.
Both measures are not interchangeable. Whereas the main disadvantage of the EQ-5D questionnaire is its ceiling effect, the potential advantages of SF-12 might disappear when converting the outcomes into an SF-6D utility, because of the small differences between patients.