Table 3.
Response to content, theme, and image variations within vaping prevention messages in two Amazon Mechanical Turk samples of young adults, Spring 2020
| Phase 1 (n = 200) | Phase 2 (n = 769)a | |||||||
|---|---|---|---|---|---|---|---|---|
| Perceived message effectiveness |
Likeability | Perceived message effectiveness |
Likeability | |||||
| Coef | (95% CI) | Coef | (95% CI) | Coef | (95% CI) | Coef | (95% CI) | |
| Content | ||||||||
| Addiction | Ref. | Ref. | Ref. | Ref. | ||||
| Harm | 0.28 | (0.15, 0.41) | 0.01 | (−0.14, 0.17) | 0.40 | (0.27, 0.54) | −0.02 | (−0.17, 0.13) |
| Theme | ||||||||
| Alone | Ref. | Ref. | Ref. | Ref. | ||||
| + Flavors | 0.10 | (−0.03, 0.23) | 0.23 | (0.07, 0.39) | 0.32 | (0.17, 0.48) | 0.19 | (0.02, 0.36) |
| + Social | −0.09 | (−0.22, 0.04) | 0.13 | (−0.03, 0.29) | 0.12 | (−0.03, 0.27) | 0.21 | (0.04, 0.38) |
| Content x Theme | ||||||||
| Harm + Flavors | −0.11 | (−0.30, 0.07) | −0.16 | (−0.39, 0.06) | −0.44 | (−0.65, −0.23) | −0.04 | (−0.28, 0.20) |
| Harm + Social | −0.03 | (−0.19, 0.18) | −0.12 | (−0.34, 0.10) | −0.24 | (−0.43, −0.04) | −0.08 | (−0.29, 0.14) |
| Image | ||||||||
| Likeable image | Ref. | Ref. | ||||||
| Effective image | −0.003 | (−0.14, 0.14) | −0.08 | (−0.24, 0.08) | ||||
| Content x Image | ||||||||
| Harm + Effective image | 0.12 | (−0.07, 0.31) | 0.20 | (−0.01, 0.41) | ||||
| Theme x Image | ||||||||
| Flavors + Effective image | −0.04 | (−0.26, 0.18) | 0.05 | (−0.19, 0.29) | ||||
| Social + Effective image | −0.03 | (−0.37, 0.18) | 0.02 | (−0.22, 0.26) | ||||
| Content x Theme x Image | ||||||||
| Harm + Flavors + Effective image | −0.02 | (−0.32, 0.28) | −0.23 | (−0.57, 0.10) | ||||
| Harm + Social + Effective image | −0.10 | (−0.37, 0.18) | −0.20 | (−0.50, 0.10) | ||||
| Constant | 3.31 | (3.15, 3.46) | 3.04 | (2.87, 3.21) | 3.18 | (3.06, 3.29) | 3.19 | (3.07, 3.32) |
Bold text indicates 95% confidence intervals that do not overlap the null.
a
n = 59 respondents participated in both Phase 1 and Phase 2