Table 2.
Association Between Brand-Specific Exposure and Receptivity and Odds of Progression to Ever Smoking and Brand Preference for Marlboro, Camel, and Newport Among 18- to 24-year-old W1 (September 2013 to December 2014) and W2 (October 2014 to October 2015) PATH Study Participants, United States
| Progression to ever smoking, among W1 never-smokersa | Preference for Marlboro at W2, among W1 non-Marlboro smokersb | Preference for Camel at W2, among W1 non-Camel smokersb | Preference for Newport at W2, among W1 non-Newport smokersb | |||||
|---|---|---|---|---|---|---|---|---|
| OR (95% CI) | AOR (95% CI) | OR (95% CI) | AOR (95% CI) | OR (95% CI) | AOR (95% CI) | OR (95% CI) | AOR (95% CI) | |
| Marlboro exposure and receptivity | ||||||||
| None (referent category) | ||||||||
| Exposed | 1.22 (0.74 to 2.00) | 1.03 (0.61 to 1.76) | 1.24 (0.74 to 2.08) | 0.94 (0.53 to 1.67) | 1.36 (0.87 to 2.14) | 1.19 (0.75 to 1.90) | 0.75 (0.43 to 1.29) | 0.88 (0.50 to 1.53) |
| Receptive | 1.72 (0.87 to 3.38) | 1.54 (0.74 to 3.21) | 4.3*** (2.81 to 6.58) | 3.47*** (2.18 to 5.50) | 1.55** (1.14 to 2.12) | 1.24 (0.86 to 1.77) | 0.75 (0.40 to 1.41) | 0.67 (0.36 to 1.24) |
| Camel exposure and receptivity | ||||||||
| None (referent category) | ||||||||
| Exposed | 1.74* (1.14 to 2.67) | 1.56 (0.95 to 2.56) | 1.41 (0.99 to 2.02) | 1.26 (0.88 to 1.81) | 1.14 (0.71 to 1.83) | 1.12 (0.70 to 1.79) | 0.69 (0.41 to 1.16) | 0.70 (0.41 to 1.19) |
| Receptive | 1.28 (0.61 to 2.70) | 1.29 (0.54 to 3.09) | 1.33 (0.81 to 2.18) | 0.97 (0.58 to 1.62) | 2.50*** (1.68 to 3.73) | 2.52 (1.7 to 3.74)*** | 0.34* (0.15 to 0.77) | 0.48 (0.21 to 1.10) |
| Newport exposure and receptivity | ||||||||
| None (referent category) | ||||||||
| Exposed | 0.88 (0.49 to 1.57) | 0.81 (0.43 to 1.52) | 0.98 (0.60 to 1.61) | 1.29 (0.72 to 2.29) | 0.93 (0.6 to 1.45) | 1.07 (0.66 to 1.73) | 3.76*** (2.01 to 7.03) | 2.62** (1.26 to 5.48) |
| Receptive | 1.03 (0.42 to 2.50) | 1.14 (0.39 to 3.31) | 0.73 (0.41 to 1.30) | 1.04 (0.56 to 1.93) | 1.08 (0.63 to 1.86) | 1.11 (0.64 to 1.95) | 17.84*** (11.01 to 28.91) | 11.52 (6.25 to 21.25)*** |
AOR = adjusted odds ratio; CI = confidence interval; OR = odds ratio. These analyses excluded those who were already smokers of each brand (eg, the analysis examining W2 preference for Marlboro excluded W1 Marlboro smokers). Thus, the analytic sample size examining the effect of Marlboro advertising exposure and receptivity on Marlboro preference was 3856; the analytic sample size examining the effect of Camel advertising exposure and receptivity on Camel preference was 4364; and the analytic sample size examining the effect of Newport advertising exposure and receptivity on Newport preference was 4291. Bold values indicate statistical significance at or below p < .05 threshold.
*p < .05, **p < .01, ***p < .001.
aReference category is never smoking.
bReference category is preferring another brand or having no brand preference.