Table 3.

Factors Associated with Intentions to Use Product Depicted in Message

Model Term	Fixed Coefficients		t		Sig.	95% CI
	Coefficient	Std. Error
Intercept	−0.05	0.60	−0.08		.94	(−1.22, 1.13)
Attitude towards Message	0.69	0.04	18.71		<.001	(0.62, 0.77)
Product Depicted in Messagea
Cigars	−0.05	0.12	−0.41		.69	(−0.29, 0.19)
Smokeless tobacco	0.06	0.14	0.39		.70	(−0.23, 0.34)
E-cigarettes	0.29	0.07	3.93		<.001	(0.14, 0.43)
Hookah	1.00	0.14	7.15		<.001	(0.73, 1.28)
Other	0.72	0.20	3.64		<.001	(0.33, 1.11)
Message Source: User-generatedb	−0.17	0.15	−1.15		.25	(−0.46, 0.12)
Message Locationc
Magazine	−0.35	0.20	−1.76		.08	(−0.75, 0.04)
Billboard	−0.11	0.17	−0.68		.50	(−0.45, 0.22)
On TV or in a movie	−0.33	0.21	−1.59		.11	(−0.74, 0.08)
On the Internet	−0.06	0.16	−0.41		.68	(−0.38, 0.25)
Other	0.05	0.15	0.34		.73	(−0.25, 0.36)
Baseline Tobacco Used
Tobacco only	0.18	0.19	0.95		.34	(−0.2, 0.56)
E-cigarettes only	0.35	0.37	0.94		.35	(−0.38, 1.09)
Dual user	0.80	0.22	3.63		.00	(0.36, 1.23)
Close Friends Who Usee
Cigarettes	0.04	0.14	0.27		.79	(−0.23, 0.31)
Cigars	−0.01	0.14	−0.05		.96	(−0.29, 0.27)
Smokeless tobacco	0.21	0.16	1.37		.17	(−0.09, 0.52)
E-cigarettes	0.11	0.18	0.61		.54	(−0.25, 0.47)
Hookah	0.00	0.21	0.02		.98	(−0.40, 0.41)
Skepticism Toward Advertising	0.03	0.09	0.33		.74	(−0.15, 0.21)
Sensation Seeking	0.04	0.09	0.46		.65	(−0.13, 0.21)
Random Effect Covariance		Random Effect		Z	p	95% CI
		Estimate	Std. Error
Intercept		0.15	0.05	2.80	.01	(0.08, 0.30)

Note.

Model adjusted for gender, age, and race/ethnicity.

^aCigarettes = reference

^bIndustry-sponsored = reference

^cRetail POS/bar/restaurant = reference

^dNon-user = reference

^eNo close friends who use = reference