Table 2.
Adjusted ORs for predicting recall of anti-tobacco TV advertisements among youth in Massachusetts
| Recall of anti-tobacco advertisements (95% CI) | Recall of two high-emotion anti-tobacco advertisements (Rick and Ronaldo) (95% CI) | Recall of two low-emotion anti-tobacco advertisements (Piercing and Follow the Leader) (95% CI) | |
|---|---|---|---|
| MAIN PREDICTOR | |||
| TRP depreciated sum (log) | 1.97*** (1.68, 2.33) | 1.36* (1.07, 1.73) | 2.68*** (2.03, 3.54) |
| Emotional intensitya | 2.36*** (2.23, 2.49) | –– | –– |
| CONTROL VARIABLES | |||
| Agea | 1.05*** (1.03, 1.07) | 0.98 (0.95, 1.01) | 1.03* (1.00, 1.07) |
| Gender | |||
| Male | 1.00 | 1.00 | 1.00 |
| Female | 0.81*** (0.77, 0.86) | 0.73*** (0.65, 0.81) | 0.83** (0.74, 0.93) |
| Race/ethnicity | |||
| Nonwhite | 1.00 | 1.00 | 1.00 |
| White | 1.01 (0.95, 1.09) | 0.94 (0.82, 1.07) | 0.98 (0.85, 1.14) |
| Informant’s education | |||
| High school or less | 1.00 | 1.00 | 1.00 |
| Some college or more | 1.10** (1.04, 1.17) | 1.11 (0.99, 1.24) | 1.00 (0.89, 1.14) |
| Smoking status | |||
| Committed never smokers | 1.00 | 1.00 | 1.00 |
| Ambivalent never smokers | 1.10* (1.01, 1.19) | 1.01 (0.87, 1.18) | 1.20* (1.02, 1.41) |
| Experimenters | 1.19*** (1.11, 1.28) | 1.144 (1.00, 1.31) | 1.30*** (1.12, 1.51) |
| Established smokers | 0.83** (0.74, 0.93) | 0.79* (0.63, 0.99) | 0.95 (0.75, 1.21) |
| Days watch prime-time TV per weeka | 1.07*** (1.05, 1.08) | 1.08*** (1.06, 1.11) | 1.05** (1.02, 1.08) |
a
Denotes continuous variables (age, emotional intensity, and days watch prime-time TV per week).
*
p<0.05;
**
p<0.01;
***
p<0.001
TRP, target ratings point