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Table 3 Ad likeability as a correlate of intended e-cigarette use among never users (total weighted n = 1,952)

From: Correlates of e-cigarette ad awareness and likeability in U.S. young adults

  Curiosity to try an e-cigarette (n = 1909) Intent to try an e-cigarette soon (n = 1898) Would try e-cigarette if best friend offered (n = 1900)
Adj OR (95% CI) Adj OR (95% CI) Adj OR (95% CI)
Ad likeability 2.33** (1.84–2.95) 2.93** (1.96–4.38) 2.48** (1.95–3.15)
Gender
 Male Ref   Ref   Ref  
 Female 0.77 (0.51–1.15) 0.79 (0.43–1.47) 0.58 (0.39–0.88)
Age group
 18–24 1.34 (0.86–2.08) 1.07 (0.52–2.20) 1.08 (0.67–1.73)
 25–34 Ref   Ref   Ref  
Race/ethnicity
 White, non-Hispanic Ref   Ref   Ref  
 Black, non-Hispanic 1.14 (0.53–2.42) 1.12 (0.41–3.10) 0.98 (0.45–2.11)
 Other, non-Hispanic 3.31** (1.63–6.73) 2.97 (0.91–9.689 3.07** (1.53–6.15)
 Hispanic 1.04 (0.57–1.87) 1.71 (0.74–3.87) 1.03 (0.55–1.91)
Education level
 Less than high school Ref   Ref   Ref  
 High school 0.95 (0.44–2.06) 0.57 (0.21–1.56) 1.17 (0.53–2.59)
 Some college or more 1.55 (0.74–3.25) 0.68 (0.26–1.80) 1.40 (0.62–3.13)
Income to poverty ratio
 Ratio < 1 0.75 (0.43–1.31) 0.90 (0.43–1.88) 0.71 (0.40–1.25)
 Ratio ≥ 1 Ref   Ref   Ref  
Other ad experiences
 Visited/registered on tobacco company website 2.71 (0.89–8.27) 1.22 (0.34–4.39) 2.78 (0.72–10.79)
 Engaged with a tobacco social media page 2.00 (0.83–4.78) 1.85 (0.63–5.47) 0.90 (0.33–2.51)
 Received direct mail/email tobacco product ads 0.69 (0.37–1.29) 1.18 (0.56–2.47) 0.65 (0.33–1.28)
Current cigarette use (No = ref)
 Yes 8.01** (4.96–12.97) 12.69** (6.34–25.41) 18.96** (11.43–31.45)
Ever heard of e-cigarettes (No = ref)
 Yes 1.67* (1.03–2.73) 1.25 (0.56–2.76) 2.03** (1.22–3.38)
Peer smoking (None of closest friends smoke = ref)
One or more of closest friends smoke 2.37** (1.47–3.82) 7.15** (2.43–21.03) 2.84** (1.73–4.666)
  1. *p < .05; **p < .01
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