A longitudinal study of the relationship between receptivity to e-cigarette advertisements and e-cigarette use among baseline non-users of cigarettes and e-cigarettes, United States

Table 3 Odds Ratios for Current E-cigarette Use^a at Follow-up among Baseline Non-users of Cigarettes and E-cigarettes (n = 2191)

Characteristic	aOR	95% CI
Receptivity to e-cigarette advertisement at Baseline^b	1.57*	[1.04,2.37]
Aware of Tips advertisement at Baseline	0.61	[0.23,1.57]
Gender (reference: female)
Male	0.35*	[0.14,0.90]
Age (reference: 18–24)
25–44	0.98	[0.23,4.16]
45–64	0.32	[0.07,1.47]
65+	0.44	[0.06,3.11]
Race/ethnicity (reference: white)
Black	0.20	[0.02,1.58]
Hispanic	0.72	[0.18,2.88]
Other	0.53	[0.09,3.13]
Education (reference: < high school)
High school	1.57	[0.37,6.66]
Some college	1.34	[0.30,6.05]
≥ College degree	0.32	[0.06,1.59]
Cigarette smoking history (reference: never smoker)
Former smoker	4.30*	[1.47,12.61]
Household smoking (reference: no household smoker)
Someone else in household smokes	6.48*	[2.47,16.97]

Note: Model controls for region fixed effects
Abbreviations: AOR Adjusted odds ratio, CI confidence interval, e-cigarette Electronic cigarette
*p < 0.05
^aCurrent e-cigarette users at follow-up were defined as persons who reported using e-cigarettes some days or every day
^bReceptivity was computed as an average of six items, each item self-rated on a scale of 1 to 5 (from 1 strongly disagree, to 5 strongly agree) describing the perceived effectiveness of the advertisement shown to the respondent. The six items measured in relation to the advertisement’s effectiveness were: “worth remembering”; “grabbed my attention”; “powerful”; “informative”; “meaningful” or “convincing.” Responses were averaged for each ad and then across advertisements to obtain a single value for a respondents’ overall receptivity of the e-cigarette advertisements

ISSN: 1617-9625