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. Author manuscript; available in PMC: 2016 Jan 28.
Published in final edited form as: J Health Commun. 2015 Jan 28;20(3):314–320. doi: 10.1080/10810730.2014.965370

Table 3.

Multivariate models predicting consumption of the top 5 alcohol brands in the last 30 days, by sex.

Odds Ratio*
(95% Confidence Interval)
Females General Audience Celebrity Watchers Heavy Mainstream Media Users Late Night Cable Viewers
 Bud Light 1.00 1.75
(1.10,2.79) 		1.77
(1.00,3.12) 		0.22
(0.01,5.30)
 Smirnoff Malt Beverages 1.00 0.93
(0.57,1.54)		 0.43
(0.19,0.94)		 0.21
(0.01,6.01)
 Mike’s Beverages 1.00 2.39
(1.34,4.27) 		2.73
(1.29,5.78) 		0.67
(0.03,15.97)
 Budweiser 1.00 1.53
(0.74,3.20)		 9.80
(4.87,19.69) 		NA
 Smirnoff Vodka 1.00 1.58
(0.88,2.86)		 0.42
(0.13,1.33)		 1.19
(0.11,13.06)
Males
 Bud Light 1.00 0.51
(0.23,1.15)		 0.98
(0.39,2.47)		 0.85
(0.38,1.93)
 Budweiser 1.00 1.42
(0.65,3.11)		 4.44
(1.89,10.42) 		0.29
(0.07,1.26)
 Jack Daniel’s 1.00 0.74
(0.27,2.04)		 1.84
(0.62,5.43)		 1.63
(0.66,4.03)
 Coors Light 1.00 0.88
(0.32,2.44)		 4.11
(1.54,10.97) 		3.07
(1.36,6.94)
 Absolut 1.00 0.41
(0.08,1.95)		 3.22
(1.12,9.31) 		0.40
(0.06,2.73)
*

All models adjusted for age, race/ethnicity, household income, U.S. geographic region, frequency of parent’s alcohol overconsumption, cigarette smoking, and seatbelt use.

Bold typeface highlights significant odds ratios.