Table 3

Multilevel models predicting perceived message effectiveness (PME) for message imagery

	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
Message imagery
Contains Imagery	187	0.06*	0.01 to 0.11	0.08	−0.01 to 0.17	0.04	−0.05 to 0.12	0.07	−0.04 to 0.17
Vaping/tobacco imagery
Vaping device	60	−0.03	−0.08 to 0.01	−0.04	−0.11 to 0.03	−0.06	−0.12 to 0.02	−0.01	−0.09 to 0.07
Disposable	5	−0.12*	−0.23 to −0.01	−0.09	−0.27 to 0.09	−0.23*	−0.41 to −0.04	−0.01	−0.21 to 0.20
Pre-filled or refillable cartridges	10	0.08*	−0.002 to 0.17	0.12	−0.02 to 0.26	0.01	−0.13 to 0.14	0.15*	0.01 to 0.31
Refillable tanks or mods	6	0.06	−0.03 to 0.15	0.02	−0.13 to 0.17	0.13	−0.02 to 0.28	0.02	−0.15 to 0.18
Pod mod	31	−0.06	−0.11 to −0.01	−0.07	−0.15 to 0.02	−0.08	−0.16 to 0.001	−0.02	−0.11 to 0.07
Vaping accessory	19	−0.04	−0.11 to 0.03	−0.004	−0.12 to 0.11	−0.09	−0.20 to 0.02	−0.02	−0.15 to 0.11
E-juice bottle	2	0.61**	0.34 to 0.88	0.52*	0.07 to 0.98	0.73*	0.30 to 1.16	0.52*	0.03 to 1.01
Pod	14	−0.08	−0.27 to 0.11	−0.27	−0.60 to 0.05	−0.06	−0.35 to 0.22	0.06	−0.30 to 0.40
Battery	3	−0.32**	−0.56 to −0.09	−0.05	−0.49 to 0.38	−0.36*	−0.70 to 0.02	−0.49*	−0.92 to −0.05
Smoke or vapour	48	0.04	−0.003 to 0.09	−0.003	−0.08 to 0.08	0.09*	0.01 to 0.16	0.03	−0.06 to 0.11
Combustible cigarette	17	0.3**	0.23 to 0.37	0.15*	0.03 to 0.27	0.43**	0.32 to 0.54	0.24*	0.11 to 0.38
Person using vaping device	14	−0.06	−0.14 to 0.02	−0.14*	−0.27 to −0.004	−0.02	−0.15 to 0.11	−0.04	−0.18 to 0.10
Warning Imagery
Warning symbol	17	0.36**	0.28 to 0.43	0.25**	0.13 to 0.37	0.41**	0.30 to 0.53	0.39**	0.25 to 0.52
Graphic image	7	0.73**	0.62 to 0.84	0.7**	0.51 to 0.89	0.82**	0.65 to 0.99	0.59**	0.38 to 0.80
Nicotine chemical symbol	4	0.32**	0.18 to 0.46	0.34*	−0.12 to 0.57	0.47**	0.24 to 0.70	0.03	−0.26 to 0.32
Other Imagery
Person’s face	45	−0.2**	−0.25 to −0.16	−0.19**	−0.27 to −0.12	−0.2**	−0.28 to −0.13	−0.23**	−0.31 to −0.14
Teen	33	−0.2**	−0.25 to −0.15	−0.18**	−0.27 to −0.09	−0.2**	−0.28 to −0.11	−0.24**	−0.34 to −0.14
Adult	12	−0.15*	−0.23 to 0.07	−0.17*	−0.32 to −0.03	−0.16*	−0.29 to −0.02	−0.12	−0.28 to 0.03
Animal	17	0.03	−0.04 to 0.10	−0.01	−0.13 to 0.11	0.08	−0.04 to 0.20	−0.01	−0.14 to 0.13
Food	12	−0.38**	−0.47 to −0.30	−0.18*	−0.32 to −0.04	−0.53**	−0.66 to −0.40	−0.35**	−0.51 to −0.18

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<0.00. Models adjusted for gender, age, race, ethnicity, maternal education, cigarette use and use of one or more other tobacco products.