Table 4.
Overall odds ratio estimates from separate proportional odds regression models examining the association between exposure to McDonald’s, KFC and Subway marketing and preference for each respective brand among youth in six countries
| McDonald’s Marketing Exposure and Preference for McDonald’s | KFC Marketing Exposure and Preference for KFC | Subway Marketing Exposure and Preference for Subway | ||||
|---|---|---|---|---|---|---|
| Parameter | OR | (95% CI) | OR | (95% CI) | OR | (95% CI) |
| Country | ||||||
| Canada | [ref] | [ref] | [ref] | [ref] | [ref] | [ref] |
| Chile | 0.55 | (0.42, 0.71)a | 1.40 | (1.09, 1.79)a | 0.48 | (0.36, 0.62)a |
| Mexico | 0.76 | (0.58, 0.99)a | 2.71 | (2.03, 3.62)a | 0.53 | (0.41, 0.69)a |
| United States | 1.34 | (1.02, 1.75)a | 2.23 | (1.74, 2.87)a | 1.24 | (0.93, 1.65) |
| United Kingdom | 1.46 | (1.10, 1.95)a | 2.34 | (1.81, 3.04)a | 0.87 | (0.67, 1.14) |
| Australia | 1.09 | (0.83, 1.44) | 3.06 | (2.36, 3.98)a | 0.74 | (0.57, 0.97)a |
| Age | 0.89 | (0.86, 0.93)a | 0.94 | (0.91, 0.97) | 1.03 | (0.99, 1.06) |
| Sex | ||||||
| Male | [ref] | [ref] | [ref] | [ref] | [ref] | [ref] |
| Female | 0.96 | (0.81, 1.13) | 0.73 | (0.62, 0.85)a | 1.03 | (0.87, 1.21) |
| Ethnicity | ||||||
| Majority | [ref] | [ref] | [ref] | [ref] | [ref] | [ref] |
| Minority | 0.98 | (0.79, 1.22) | 1.13 | (0.91, 1.39) | 0.95 | (0.77, 1.18) |
| Income Adequacy | ||||||
| Not enough money | [ref] | [ref] | [ref] | [ref] | [ref] | [ref] |
| Enough money | 0.84 | (0.68, 1.03) | 1.02 | (0.84, 1.23) | 1.09 | (0.90, 1.32) |
| Marketing Exposure to respective brand | ||||||
| Not exposed | [ref] | [ref] | [ref] | [ref] | [ref] | [ref] |
| Exposed | 2.32 | (1.92, 2.79)a | 2.28 | (1.95, 2.68)a | 2.75 | (2.32, 3.27)a |
OR Odds ratio, CI Confidence interval, ref Reference
aIndicates significant test at an alpha level of 0.05