Multilevel models predicting perceived message effectiveness (PME) for message themes
k | Overall | Vaped in past 30 days | Susceptible to vaping | Non-susceptible to vaping | |||||
N=1501 | n=464 | n=649 | n=388 | ||||||
b | 95% CI | b | 95% CI | b | 95% CI | b | 95% CI | ||
Intercept | 3.28** | 3.19 to 3.37 | 3.05** | 2.95 to 3.14 | 3.21** | 3.14 to 3.28 | 3.77** | 3.67 to 3.87 | |
Message themes | |||||||||
Nicotine addiction | 70 | 0.25** | 0.21 to 0.29 | 0.12* | 0.05 to 0.19 | 0.35** | 0.28 to 0.41 | 0.26** | 0.18 to 0.34 |
Uses the word ‘nicotine’ | 62 | 0.31** | 0.27 to 0.35 | 0.18** | 0.11 to 0.25 | 0.4** | 0.33 to 0.47 | 0.33** | 0.25 to 0.42 |
Uses the word ‘addiction’ | 40 | 0.14** | 0.09 to 0.19 | 0.06 | −0.02 to 0.14 | 0.17** | 0.09 to 0.25 | 0.2** | 0.10 to 0.29 |
Chemicals | 66 | 0.42** | 0.38 to 0.46 | 0.34** | 0.27 to 0.41 | 0.45** | 0.45 to 0.58 | 0.35** | 0.28 to 0.43 |
Specific chemical name | 46 | 0.37** | 0.32 to 0.42 | 0.31** | 0.23 to 0.39 | 0.45** | 0.37 to 0.52 | 0.3** | 0.21 to 0.38 |
Uses the word ‘chemical’ | 34 | 0.4** | 0.35 to 0.46 | 0.28** | 0.19 to 0.36 | 0.5** | 0.42 to 0.59 | 0.39** | 0.30 to 0.49 |
Chemical ‘also found in’ | 19 | −0.09* | −0.18 to −0.001 | −0.11 | −0.26 to 0.05 | −0.03 | −0.18 to 0.11 | −0.16 | −0.33 to 0.01 |
Health effects on organs (brain, lungs) | 52 | 0.4** | 0.36 to 0.44 | 0.32** | 0.24 to 0.39 | 0.49** | 0.42 to 0.56 | 0.35** | 0.26 to 0.43 |
Affects lungs† | 31 | 0.002 | −0.08 to 0.08 | 0.16* | 0.02 to 0.30 | −0.07 | −0.20 to 0.05 | −0.11 | −0.27 to 0.06 |
Affects brain† | 23 | 0.1* | 0.02 to 0.18 | −0.1 | −0.24 to 0.04 | 0.17* | 0.05 to 0.32 | 0.23* | 0.07 to 0.39 |
Industry targeting | 42 | −0.23** | −0.28 to −0.18 | −0.16** | −0.24 to −0.08 | −0.3** | −0.39 to −0.22 | −0.18** | −0.27 to −0.09 |
Flavours | 29 | −0.25** | −0.31 to −0.20 | −0.23** | −0.32 to −0.13 | −0.31** | −0.40 to −0.22 | −0.18* | −0.29 to −0.07 |
Comparison to cigarettes | 27 | 0.31** | 0.25 to 0.37 | 0.19** | 0.09 to 0.29 | 0.42** | 0.33 to 0.51 | 0.28** | 0.17 to 0.39 |
Health-related symptoms | 25 | 0.37** | 0.31 to 0.43 | 0.26** | 0.15 to 0.36 | 0.48** | 0.39 to 0.58 | 0.33** | 0.22 to 0.45 |
Not harmless water vapour | 48 | 0.17** | 0.10 to 0.24 | 0.004 | −0.11 to 0.12 | 0.28** | 0.17 to 0.39 | 0.23* | 0.09 to 0.36 |
Death | 12 | 0.25** | 0.16 to 0.33 | 0.31** | 0.16 to 0.46 | 0.27** | 0.13 to 0.42 | 0.13 | −0.02 to 0.29 |
Unknown ingredients or health effects | 10 | 0.25** | 0.16 to 0.34 | 0.17* | 0.02 to 0.33 | 0.32** | 0.16 to 0.47 | 0.22* | 0.05 to 0.39 |
Environmental impact | 10 | −0.32** | −0.41 to −0.22 | −0.21* | −0.37 to −0.06 | −0.47** | −0.62 to −0.32 | −0.19* | −0.36 to −0.01 |
Sharing vapes can spread germs | 6 | 0.11 | −0.01 to 0.23 | 0.13 | −0.07 to 0.33 | 0.09 | −0.10 to 0.28 | 0.13 | −0.11 to 0.37 |
Gateway to cigarette/tobacco use | 5 | 0.55** | 0.42 to 0.67 | 0.43** | 0.22 to 0.65 | 0.68** | 0.48 to 0.88 | 0.45** | 0.21 to 0.69 |
Outcome is composite score for three-item PME scale: 1=not at all, 2=very little, 3=somewhat, 4=quite a bit, 5=very much (ɑ=0.93); *p<0.05, **p<0.001. Models adjusted for gender, age, race, ethnicity, maternal education, cigarette use and use of one or more other tobacco products.
†Coded if “health effects on organs” was “yes”.