Table 4

Multivariate logistic regression analyses of positive ad ratings by country and ad for Message Acceptance, Personalised Perceived Effectiveness, Uncomfortable and Discuss

Message AcceptancePersonalised Perceived EffectivenessUncomfortableDiscuss
OR (95% CI)p ValueOR (95% CI)p ValueOR (95% CI)p ValueOR (95% CI)p Value
Ad <0.001 <0.001 <0.001 <0.001
 Zita (ref)1.00 1.00 1.00 1.00
 Alive2.15 (1.80 to 2.57) 2.27 (1.95 to 2.65) 2.30 (2.06 to 2.56) 1.81 (1.63 to 2.02)
 Artery1.65 (1.41 to 1.94) 2.29 (1.95 to 2.68) 1.84 (1.65 to 2.06) 1.95 (1.74 to 2.18)
 Sponge1.51 (1.29 to 1.77) 2.11 (1.81 to 2.46) 1.74 (1.57 to 1.94) 1.66 (1.49 to 1.84)
 Bubblewrap1.02 (0.88 to 1.17) 1.41 (1.23 to 1.61) 1.10 (1.00 to 1.21) 1.29 (1.16 to 1.43)
Country <0.001 <0.001 <0.001 <0.001
 Russia (ref)1.00 1.00 1.00 1.00
 Bangladesh0.93 (0.68 to 1.29) 1.25 (0.90 to 1.73) 0.88 (0.67 to 1.14) 2.58 (1.91 to 3.49)
 China1.40 (1.01 to 1.96) 2.85 (2.01 to 4.02) 1.59 (1.23 to 2.04) 1.46 (1.14 to 1.88)
 Egypt1.29 (0.90 to 1.84) 1.91 (1.37 to 2.66) 2.53 (1.93 to 3.31) 1.90 (1.45 to 2.50)
 India3.40 (2.24 to 5.15) 5.57 (3.61 to 8.59) 2.84 (2.12 to 3.80) 7.91 (5.71 to 10.96)
 Indonesia1.01 (0.74 to 1.38) 1.51 (1.11 to 2.06) 1.27 (0.98 to 1.64) 1.84 (1.42 to 2.39)
 Mexico2.71 (1.79 to 4.12) 4.15 (2.74 to 6.29) 1.58 (1.84 to 2.10) 6.92 (5.02 to 9.53)
 Philippines2.65 (1.84 to 3.80) 7.00 (4.42 to 11.07) 4.52 (3.35 to 6.10) 10.79 (7.52 to 15.50)
 Turkey1.44 (1.05 to 1.97) 2.00 (1.48 to 2.70) 2.56 (1.98 to 3.30) 1.78 (1.38 to 2.31)
 Vietnam1.34 (0.95 to 1.89) 3.19 (2.25 to 4.54) 0.38 (0.29 to 0.49) 2.77 (2.10 to 3.65)
Gender
 Female (ref)1.00 1.00 1.00 1.00
 Male0.67 (0.54 to 0.81)<0.0010.78 (0.63 to 0.95)0.0130.83 (0.72 to 0.97)0.0170.71 (0.60 to 0.83)<0.001
Completed university degree
 No (ref)1.00 1.00 1.00 1.00
 Yes0.90 (0.74 to 1.09)0.2690.71 (0.59 to 0.87)0.0010.80 (0.69 to 0.93)0.0030.72 (0.61 to 0.85)<0.001
Location
 Smaller urban city (ref)1.00 1.00 1.00 1.00
 Large urban city1.17 (0.99 to 1.37)0.0601.32 (1.12 to 1.55)0.0011.23 (1.09 to 1.40)0.0011.24 (1.09 to 1.41)0.001
Thinking about quitting
 No (ref)1.00 1.00 1.00 1.00
 Yes1.34 (1.13 to 1.59)0.0011.94 (1.64 to 2.29)<0.0011.19 (1.04 to 1.35)0.0101.33 (1.16 to 1.53)<0.001
Cigarettes smoked daily
 1–15 (ref)1.00 1.00 1.00 1.00
 16 or more1.10 (0.91 to 1.34)0.3300.84 (0.69 to 1.02)0.0790.85 (0.73 to 1.00)0.0440.96 (0.82 to 1.13)0.650
Previously tried to quit
 No (ref)1.00 1.00 1.00 1.00
 Yes1.08 (0.91 to 1.29)0.3651.22 (1.02 to 1.45)0.0271.17 (1.02 to 1.34)0.0221.14 (0.99 to 1.31)0.066
Age
 25–34 years (ref)1.00 1.00 1.00 1.00
 18–24 years1.00 (0.83 to 1.20)0.9851.03 (0.85 to 1.25)0.7510.89 (0.77 to 1.02)0.0990.85 (0.73 to 0.98)0.023
Parental status
 Not a parent (ref)1.00 1.00 1.00 1.00
 Parent0.92 (0.74 to 1.14)0.4421.09 (0.86 to 1.37)0.4730.98 (0.83 to 1.17)0.8441.10 (0.92 to 1.33)0.297
Ad order
 Order B (ref)1.00 1.00 1.00 1.00
 Order A1.14 (0.97 to 1.33)0.1111.08 (0.92 to 1.28)0.3321.00 (0.88 to 1.13)0.9611.01 (0.88 to 1.14)0.925