Table 4.
Ordinal logistic regression results of experiment exposing US and Israeli adults to IQOS ads with reduced risk or exposure messaging (vs control) and two variations of FDA endorsement messaging (vs control) in relation to perceived relative harm, exposure and disease risk and likelihood of personally trying or suggesting IQOS to smokers
| Variables | Perceived relative harm |
Perceived exposure |
Perceived disease risk |
Likelihood to personally try* |
Likelihood to suggest to smokers |
|---|---|---|---|---|---|
| aOR (95% CI) | aOR (95% CI) | aOR (95% CI) | aOR (95% CI) | aOR (95% CI) | |
| Order (ref: 2) | 1.00 (0.94 to 1.07) | 1.12 (1.05 to 1.19) | 1.15 (1.09 to 1.21) | 1.03 (0.98 to 1.08) | 0.95 (0.91 to 0.99) |
|
| |||||
| Sociodemographics | |||||
|
| |||||
| Country USA (ref: Israel) | 1.91 (1.65 to 2.21) | 1.78 (1.54 to 2.07) | 1.09 (0.95 to 1.26) | 0.54 (0.46 to 0.64) | 0.40 (0.34 to 0.47) |
|
| |||||
| Current (past 30-day) cigarette use (ref: non-use) | 0.85 (0.72 to 0.99) | 0.52 (0.44 to 0.60) | 1.01 (0.89 to 1.15) | 8.69 (7.28 to 10.37) | 3.29 (2.79 to 3.87) |
|
| |||||
| Male (ref: female) | 0.81 (0.71 to 0.94) | 0.78 (0.68 to 0.90) | 0.80 (0.69 to 0.92) | 1.34 (1.14 to 1.57) | 1.17 (1.01 to 1.36) |
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| Experimental conditions | |||||
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| Reduced risk/exposure messaging (ref: reduced exposure†) | |||||
|
| |||||
| Reduced risk | 0.86 (0.75 to 0.99) | 1.04 (0.91 to 1.18) | 1.07 (0.95 to 1.21) | 0.97 (0.84 to 1.12) | 1.01 (0.88 to 1.16) |
|
| |||||
| Control | 1.29 (1.12 to 1.48) | 1.34 (1.17 to 1.54) | 1.23 (1.08 to 1.40) | 0.94 (0.82 to 1.08) | 0.85 (0.74 to 0.97) |
|
| |||||
| FDA endorsement (ref: control) | |||||
|
| |||||
| FDA endorsement 1 | 1.01 (0.88 to 1.16) | 0.94 (0.82 to 1.07) | 1.00 (0.88 to 1.14) | 1.14 (0.99 to 1.31) | 1.19 (1.04 to 1.37) |
|
| |||||
| FDA endorsement 2 | 1.08 (0.94 to 1.24) | 0.98 (0.86 to 1.13) | 0.98 (0.86 to 1.11) | 0.98 (0.85 to 1.14) | 1.04 (0.91 to 1.20) |
See table 1 for reduced risk/exposure and FDA endorsement messages. Bold text indicates statistically significant aORs (P<0.05).
“If one of your best friends was to offer you IQOS, would you try it?”
Models were adjusted for clustering at the individual level using robust clustered SE, given that each participant rated two messages. aOR and 95% CI for reduced risk messaging versus. control as follows: perceived relative harm aOR=0.67, 95% CI=0.58 to 0.76; perceived exposure aOR=0.77, 95% CI=0.67 to 0.88; perceived disease risk aOR=0.87, 95% CI=0.77 to 0.99; likelihood to personally try if offered by a best friend aOR=1.03, 95% CI=0.89 to 1.19; likelihood to suggest to smokers aOR=1.19, 95% CI=1.04 to 1.36.
aOR, adjusted OR; FDA, Food and Drug Administration; ref, referent group.