Table 3.

Adjusted logistic regression models comparing preference for loss- and gain-framed e-cigarette prevention messages.

	Financial cost (n = 4754)	Health risks (n = 4720)	Addiction potential (n = 4689)	Social label (n = 4534)
	OR (95% CI)
School level
College (ref)
Middle school	0.92 (0.73, 1.16)	1.00 (0.77, 1.31)	1.23 (0.94, 1.60)	1.40 (1.04, 1.89)
High school	0.83 (0.68, 1.02)	1.16 (0.92, 1.46)	1.33 (1.06, 1.67)	1.57 (1.21, 2.04)
Sex (male [ref] vs. female)	0.84 (0.75, 0.95)	0.65 (0.57, 0.74)	0.62 (0.54, 0.70)	0.57 (0.50, 0.66)
Race (white [ref] vs. non-white)	1.09 (0.95, 1.24)	1.12 (0.97, 1.29)	1.18 (1.03, 1.36)	1.11 (0.95, 1.29)
Cigarette use (lifetime users [ref] vs. never users)	1.16 (0.96, 1.40)	1.13 (0.92, 1.40)	0.88 (0.72, 1.07)	0.96 (0.77, 1.20)
E-cigarette use (lifetime users [ref] vs. never users)	0.94 (0.78, 1.12)	0.72 (0.59, 0.88)	0.81 (0.67, 0.99)	0.60 (0.49, 0.73)

Note: Gain-framed message is coded 1 and loss-framed message is coded 0.Bold font represents p < 0.01. ref= reference group, OR= odds ratio, and CI= confidence interval. ORs were adjusted for all listed variables.