Table 4.

Adjusted logistic regression models comparing preference for loss- and gain-framed e-cigarette prevention messages among never e-cigarette users.

	Financial cost (n = 3793)	Health risks (n = 3780)	Addiction potential (n = 3775)	Social label (n = 3746)
	OR (95% CI)
School level
College (ref)
Middle school	0.93 (0.72, 1.21)	0.91 (0.67, 1.22)	0.98 (0.73, 1.31)	1.27 (0.90, 1.80)
High school	0.83 (0.65, 1.05)	1.04 (0.79, 1.36)	1.03 (0.79, 1.35)	1.35 (0.98, 1.85)
Sex (male [ref] vs. female)	0.81 (0.71, 0.93)	0.64 (0.55, 0.74)	0.56 (0.48, 0.65)	0.55 (0.47, 0.65)
Race (white [ref] vs. non-white)	1.05 (0.91, 1.21)	1.11 (0.94, 1.30)	1.17 (1.00, 1.37)	1.11 (0.93, 1.32)
Cig susceptibility	0.98 (0.81, 1.19)	0.87 (0.70, 1.09)	0.80 (0.65, 0.99)	0.77 (0.61, 0.98)
E-cig susceptibility	1.10 (0.93, 1.29)	1.25 (1.04, 1.51)	1.06 (0.88, 1.27)	1.07 (0.87, 1.30)

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.