Table 3

Predictors of key outcomes: multinomial logit models

	Intentions to try the product			Perceptions of lower product harm			Perceptions of greater product quit efficacy
	Parameter estimate	SE	Significance, p value	Parameter estimate	SE	Significance, p value	Parameter estimate	SE	Significance, p value
Flavour
Tobacco	−0.19	0.02	<0.0001	−0.58	0.02	<0.0001	−0.12	0.02	<0.0001
Menthol	0.04	0.02	<0.01	0.42	0.02	<0.0001	0.15	0.02	<0.0001
Coffee	0.02	0.02	0.37	0.19	0.02	<0.0001	0.08	0.02	<0.0001
Cherry	0.13	0.02	<0.0001	−0.03	0.02	0.07	−0.11	0.02	<0.0001
Nicotine content
None	−0.02	0.02	0.33	0.02	0.02	0.19	−0.04	0.02	0.04
Low	0.11	0.02	<0.0001	0.19	0.02	<0.0001	0.07	0.02	<0.0001
Medium	−0.09	0.02	<0.0001	−0.24	0.02	<0.0001	−0.04	0.02	0.02
High	0.00	0.02	0.80	0.03	0.02	0.08	0.01	0.02	0.63
Health warning
None	0.15	0.02	<0.0001	0.34	0.02	<0.0001	0.13	0.02	<0.0001
HC	−0.33	0.02	<0.0001	−0.63	0.02	<0.0001	−0.26	0.02	<0.0001
EC1	−0.04	0.02	0.04	−0.01	0.02	0.60	−0.01	0.02	0.39
EC2	0.21	0.02	<0.0001	0.31	0.02	<0.0001	0.15	0.02	<0.0001
Price
Low	0.12	0.01	<0.0001	0.20	0.01	<0.0001	0.14	0.01	<0.0001
High	−0.12	0.01	<0.0001	−0.20	0.01	<0.0001	−0.14	0.01	<0.0001

EC, European Commission; HC, Health Canada. Bold typeface indicate statistically significant findings.