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Table 1 Baseline Exposurea and Receptivityb to E-cigarette Advertisements and E-Cigarette Usec at Follow-Up among Baseline Non-users of Cigarettes and E-cigarettes (n = 2191)

From: 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

  Distribution Exposurea to E-cigarette Advertisements at Baseline Mean Receptivityb to E-cigarette Advertisements at Baseline
Demographic variable % N Prevalence
[95% CI]
P-Value
(χ2 test)
Weighted Population Count
[95% CI], millions
Mean Scale Score [95% CI] P-Value
(ANOVA)
All nonsmokers 100.0 2191 16.6 (14.7–18.5) 33,914,032 2.77 (2.72–2.83)
Age, years
 18–24 11.3 264 11.4 (6.2–16.7) 0.241 2,639,467 2.88 (2.71–3.05) 0.027
 25–44 33.3 776 17.4 (13.9–21) 11,854,580 2.67 (2.58–2.76)
 45–64 35.5 828 17.2 (14.1–20.4) 12,483,029 2.79 (2.7–2.87)
 65+ 19.8 462 17.2 (13.1–21.2) 6,937,030 2.86 (2.76–2.96)
Sex
 Male 52.4 1221 15.6 (13–18.1) 0.265 16,658,131 2.77 (2.7–2.84) 0.849
 Female 47.6 1110 17.8 (14.9–20.6) 17,256,086 2.78 (2.7–2.85)
Race/ethnicity
 White, non-Hispanic 69.4 1617 14.5 (12.6–16.5) 0.009 20,577,407 2.68 (2.63–2.73) <0.001
 Black, non-Hispanic 10.3 239 28.1 (20.1–36.1) 5,880,073 3.01 (2.81–3.21)
 Hispanic 7.1 166 16.3 (8.3–24.3) 2,374,098 2.69 (2.49–2.88)
 Other, non-Hispanic 13.3 309 18.8 (12.2–25.4) 5,086,565 3.15 (2.96–3.34)
Education
  < High school 9.5 221 22.2 (13.9–30.4) 0.002 4,293,227 3.23 (3.01–3.44) <0.001
 High school 26.8 624 16.6 (12.8–20.5) 9,078,229 2.86 (2.75–2.97)
 Some college 29.3 683 19.9 (16.3–23.6) 11,909,948 2.77 (2.69–2.86)
  ≥ College degree 34.5 803 12.3 (9.8–14.8) 8,633,227 2.58 (2.51–2.65)
Cigarette smoking history
 Never smokers 68.9 1605 16.0 (13.6–18.3) 0.301 22,418,717 2.8 (2.73–2.86) 0.170
 Former smokers 31.1 726 18.1 (14.8–21.4) 11,495,304 2.72 (2.64–2.81)
Household smoking
 No smoker in household 88.6 2064 15.5 (13.5–17.4) 0.006 27,946,577 2.76 (2.70–2.81) 0.118
 Smoker in household 11.4 267 25.4 (18.6–32.1) 5,924,750 2.9 (2.73–3.08)
  1. Abbreviations: CI confidence interval, e-cigarette Electronic cigarette
  2. aExposure, a binary variable (yes or no) was assessed at baseline by showing respondents an e-cigarette advertisement selected randomly from 5 popular TV and online advertisements and asking if they were aware of it
  3. bReceptivity was computed as an average of six items, each item self-rated on a scale 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
  4. cCurrent e-cigarette users at follow-up were defined as persons who reported using e-cigarettes some days or every day