Multivariate logistic regression analyses of positive ad ratings by country and ad for Message Acceptance, Personalised Perceived Effectiveness, Uncomfortable and Discuss
| Message Acceptance | Personalised Perceived Effectiveness | Uncomfortable | Discuss | |||||
| OR (95% CI) | p Value | OR (95% CI) | p Value | OR (95% CI) | p Value | OR (95% CI) | p Value | |
| Ad | <0.001 | <0.001 | <0.001 | <0.001 | ||||
| Zita (ref) | 1.00 | 1.00 | 1.00 | 1.00 | ||||
| Alive | 2.15 (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) | ||||
| Artery | 1.65 (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) | ||||
| Sponge | 1.51 (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) | ||||
| Bubblewrap | 1.02 (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 | ||||
| Bangladesh | 0.93 (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) | ||||
| China | 1.40 (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) | ||||
| Egypt | 1.29 (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) | ||||
| India | 3.40 (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) | ||||
| Indonesia | 1.01 (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) | ||||
| Mexico | 2.71 (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) | ||||
| Philippines | 2.65 (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) | ||||
| Turkey | 1.44 (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) | ||||
| Vietnam | 1.34 (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 | ||||
| Male | 0.67 (0.54 to 0.81) | <0.001 | 0.78 (0.63 to 0.95) | 0.013 | 0.83 (0.72 to 0.97) | 0.017 | 0.71 (0.60 to 0.83) | <0.001 |
| Completed university degree | ||||||||
| No (ref) | 1.00 | 1.00 | 1.00 | 1.00 | ||||
| Yes | 0.90 (0.74 to 1.09) | 0.269 | 0.71 (0.59 to 0.87) | 0.001 | 0.80 (0.69 to 0.93) | 0.003 | 0.72 (0.61 to 0.85) | <0.001 |
| Location | ||||||||
| Smaller urban city (ref) | 1.00 | 1.00 | 1.00 | 1.00 | ||||
| Large urban city | 1.17 (0.99 to 1.37) | 0.060 | 1.32 (1.12 to 1.55) | 0.001 | 1.23 (1.09 to 1.40) | 0.001 | 1.24 (1.09 to 1.41) | 0.001 |
| Thinking about quitting | ||||||||
| No (ref) | 1.00 | 1.00 | 1.00 | 1.00 | ||||
| Yes | 1.34 (1.13 to 1.59) | 0.001 | 1.94 (1.64 to 2.29) | <0.001 | 1.19 (1.04 to 1.35) | 0.010 | 1.33 (1.16 to 1.53) | <0.001 |
| Cigarettes smoked daily | ||||||||
| 1–15 (ref) | 1.00 | 1.00 | 1.00 | 1.00 | ||||
| 16 or more | 1.10 (0.91 to 1.34) | 0.330 | 0.84 (0.69 to 1.02) | 0.079 | 0.85 (0.73 to 1.00) | 0.044 | 0.96 (0.82 to 1.13) | 0.650 |
| Previously tried to quit | ||||||||
| No (ref) | 1.00 | 1.00 | 1.00 | 1.00 | ||||
| Yes | 1.08 (0.91 to 1.29) | 0.365 | 1.22 (1.02 to 1.45) | 0.027 | 1.17 (1.02 to 1.34) | 0.022 | 1.14 (0.99 to 1.31) | 0.066 |
| Age | ||||||||
| 25–34 years (ref) | 1.00 | 1.00 | 1.00 | 1.00 | ||||
| 18–24 years | 1.00 (0.83 to 1.20) | 0.985 | 1.03 (0.85 to 1.25) | 0.751 | 0.89 (0.77 to 1.02) | 0.099 | 0.85 (0.73 to 0.98) | 0.023 |
| Parental status | ||||||||
| Not a parent (ref) | 1.00 | 1.00 | 1.00 | 1.00 | ||||
| Parent | 0.92 (0.74 to 1.14) | 0.442 | 1.09 (0.86 to 1.37) | 0.473 | 0.98 (0.83 to 1.17) | 0.844 | 1.10 (0.92 to 1.33) | 0.297 |
| Ad order | ||||||||
| Order B (ref) | 1.00 | 1.00 | 1.00 | 1.00 | ||||
| Order A | 1.14 (0.97 to 1.33) | 0.111 | 1.08 (0.92 to 1.28) | 0.332 | 1.00 (0.88 to 1.13) | 0.961 | 1.01 (0.88 to 1.14) | 0.925 |