Skip to main content

Table 3 Odds Ratios for Current E-cigarette Usea 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

Characteristic aOR 95% CI
Receptivity to e-cigarette advertisement at Baselineb 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]
  1. Note: Model controls for region fixed effects
  2. Abbreviations: AOR Adjusted odds ratio, CI confidence interval, e-cigarette Electronic cigarette
  3. *p < 0.05
  4. aCurrent e-cigarette users at follow-up were defined as persons who reported using e-cigarettes some days or every day
  5. 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