Table 3. Pre- and Postagreement Beliefs and Adjusted Modela Results from Selected Participants in a National Campaign on Youth Beliefs and Perceptions About Electronic Cigarettes and Smoking, US, 2018–2019.
| Belief statement | Ad name | Agree, % |
P value (change) | Adjusted odds ratio (95% CI) | P value | |
|---|---|---|---|---|---|---|
| Baseline | Follow-up | |||||
| Ad-specific e-cigarette beliefs | ||||||
| The nicotine in vapes may hack your brain | Rehacked | 67.2 | 74.0 | <.001 | 1.18 (1.10–1.27) | <.001 |
| The nicotine in vapes can reprogram your brain | Rehacked | 63.9 | 71.1 | <.001 | 1.15 (1.08–1.23) | <.001 |
| The nicotine in vapes changes your brain | Rehacked | 69.3 | 75.4 | .007 | 1.11 (1.02–1.21) | .012 |
| Vaping just a little can make you crave more | Rehacked | 73.4 | 77.1 | .018 | 1.07 (0.99–1.14) | .074 |
| If I vape, I will become addicted | Rehacked | 63.7 | 69.0 | .002 | 1.06 (0.99–1.13) | .079 |
| If I vape, I will be controlled by nicotine | Rehacked | 62.8 | 69.4 | <.001 | 1.05 (0.99–1.12) | .117 |
| If I vape, I will deliver nicotine to my brain | Rehacked | 72.1 | 81.2 | <.001 | 1.04 (0.96–1.12) | .317 |
| If I vape, I will expose my brain to nicotine | Rehacked | 74.0 | 81.9 | <.001 | 1.07 (0.98–1.16) | .114 |
| If I vape, I will damage my lungs | Epidemic | 76.2 | 78.9 | 0.195 | 1.02 (0.9–1.14) | .745 |
| Vapes contain formaldehyde | Epidemic | 43.9 | 52.9 | <.001 | 1.11 (1.03–1.20) | .008 |
| Vaping can cause irreversible lung damage | Epidemic | 70.3 | 75.0 | .004 | 1.18 (1.06–1.31) | .002 |
| Vaping can permanently damage your lungs | Epidemic | 70.1 | 76.2 | .007 | 1.03 (0.93–1.14) | .594 |
| Vape ingredients are dangerous | Epidemic | 73.9 | 80.2 | <.001 | 1.05 (0.94–1.16) | .388 |
| Vaping can harm your lungs | Epidemic | 76.3 | 82.5 | <.001 | 1.07 (0.96–1.19) | .243 |
| If I vape, I will be exposed to harmful chemicals | Epidemic | 78.9 | 81.8 | .155 | 1.02 (0.91–1.15) | .721 |
| Vaping is an epidemic | Epidemic | 57.5 | 66.2 | <.001 | 1.18 (1.07–1.30) | .001 |
| Vaping can release dangerous chemicals into your bloodstream | Epidemic | 73.5 | 77.4 | .014 | 1.01 (0.92–1.12) | .813 |
| Ad-specific cigarette beliefs | ||||||
| If I smoke, I will stunt the growth of my lungs | Little Lungs | 85.1 | 88.1 | .019 | 1.07 (0.97–1.17) | .203 |
| If I smoke, I will have small lungs | Little Lungs | 73.6 | 80.1 | <.001 | 1.18 (1.09–1.27) | <.001 |
| The lungs of teenaged smokers may not grow to normal size | Little Lungs | 81.1 | 85.0 | .008 | 1.17 (1.06–1.29) | .003 |
| Smoking as a teen can permanently stunt your lungs | Little Lungs | 84.2 | 86.7 | .063 | 1.13 (1.03–1.24) | .012 |
| If I smoke, I will have trouble breathing | Little Lungs | 87.2 | 89.5 | .055 | 0.95 (0.86–1.05) | .285 |
| If I smoke, I will have yellow, stained teeth | Gift | 84.7 | 88.2 | .006 | 1.12 (1.01–1.24) | .030 |
| If I smoke, I will develop gum disease | Gift | 82.8 | 84.8 | .136 | 1.10 (1.01–1.21) | .028 |
| If I smoke, the consequences will find me | Gift | 86.4 | 85.2 | .390 | 0.98 (0.89–1.07) | .581 |
| Smoking causes gum disease | Gift | 86.3 | 87.5 | .380 | 1.06 (0.95–1.17) | .289 |
| Cigarettes can stain teeth | Gift | 88.6 | 90.3 | .146 | 1.06 (0.95–1.18) | .291 |
| If I smoke, I will lose my teeth | Gift | 77.2 | 79.1 | .227 | 1.12 (1.04–1.21) | .003 |
| If I smoke, nicotine will reprogram my brain | Rehacked | 65.4 | 70.0 | .007 | 1.19 (1.12–1.27) | .000 |
| The nicotine in cigarettes may hack your brain | Rehacked | 76.3 | 78.9 | .095 | 1.15 (1.07–1.24) | .000 |
| Unrelated, e-cigarettes | ||||||
| If I vape, I will decrease my sports performance | Not Applicable | 59.7 | 64.7 | .006 | 1.04 (1.00–1.08) | .039 |
| If I vape, I will end up wasting money on electronic cigarettes | 74.9 | 79.8 | .002 | 1.00 (0.96–1.05) | .973 | |
| If I vape, I will have bad breath | 59.8 | 60.9 | .528 | 1.00 (0.97–1.04) | .924 | |
| If I vape, I will harm others with second-hand smoke | 58.8 | 59.3 | .747 | 1.02 (0.99–1.06) | .199 | |
| If I vape, I will be a bad influence on others | 72.1 | 72.9 | .622 | 1.03 (0.99–1.07) | .201 | |
| Vaping helps people relieve stress | 33.3 | 42.9 | <.001 | 1.01 (0.97–1.04) | .675 | |
| Unrelated, cigarettes | ||||||
| If I smoke, I will have bad breath | Not Applicable | 86.1 | 89.8 | .003 | 0.98 (0.94–1.02) | .263 |
| If I smoke, I will get sick more often | 77.7 | 79.5 | .263 | 1.02 (0.99–1.05) | .306 | |
| If I smoke, I will end up wasting money on cigarettes | 85.7 | 88.9 | .011 | 1.00 (0.96–1.04) | .973 | |
| Smoking cigarettes helps people relieve stress | 31.3 | 40.1 | <.001 | 0.99 (0.96–1.01) | .275 | |
| If I smoke, I will have grayish skin | 59.5 | 66.0 | <.001 | 1.02 (1.00–1.04) | .090 | |
a
Adjusted for age, sex, race and ethnicity, Brief Sensation Seeking Scale (BSSS)-4, school environment, parent communication, youth income, school performance, educational plans, religiosity, fun with parent, tobacco user in the household, tobacco rules, awareness of other campaigns, media market–level variables, state-level tobacco prevalence, media use, and wave.