TABLE 5.
Adjusted odds ratios of country comparisons for being exposed to marketing strategies (n = 21,678)1
| Country comparison2 | All marketing strategies,3 AOR (95% CI) | Licensed characters,3 AOR (95% CI) | Brand characters,3 AOR (95% CI) | Celebrities,3 AOR (95% CI) | Professional sports teams,3 AOR (95% CI) | Community sports teams,3 AOR (95% CI) | Cultural or community events,3 AOR (95% CI) |
|---|---|---|---|---|---|---|---|
| Australia vs. Canada | 0.85 (0.76–0.94) | 0.69 (0.60–0.79) | 0.77 (0.68–0.87) | 0.90 (0.77–1.05) | 0.97 (0.84–1.11) | 1.10 (0.90–1.36) | 0.84 (0.66–1.05) |
| Australia vs. Mexico | 0.22 (0.18–0.28) | 0.26 (0.19–0.34) | 0.20 (0.15–0.25) | 0.26 (0.19–0.35) | 0.37 (0.28–0.50) | 1.17 (0.79–1.74) | 0.47 (0.31–0.72) |
| Australia vs. UK | 1.45 (1.32–1.60) | 1.25 (1.08–1.44) | 1.36 (1.21–1.54) | 1.28 (1.10–1.50) | 1.90 (1.66–2.20) | 2.19 (1.74–2.75) | 2.41 (1.82–3.20) |
| Australia vs. US | 0.60 (0.54–0.66) | 0.52 (0.46–0.60) | 0.54 (0.48–0.60) | 0.63 (0.55–0.72) | 0.78 (0.69–0.89) | 1.25 (1.01–1.54) | 0.80 (0.63–1.00) |
| Canada vs. Mexico | 0.26 (0.21–0.32) | 0.38 (0.29–0.49) | 0.26 (0.20–0.32) | 0.29 (0.22–0.38) | 0.38 (0.29–0.50) | 1.06 (0.73–1.55) | 0.56 (0.38–0.83) |
| Canada vs. UK | 1.71 (1.55–1.90) | 1.82 (1.58–2.09) | 1.77 (1.57–2.00) | 1.43 (1.22–1.67) | 1.97 (1.70–2.27) | 1.99 (1.57–2.53) | 2.89 (2.17–3.83) |
| Canada vs. US | 0.71 (0.64–0.78) | 0.76 (0.67–0.86) | 0.69 (0.62–0.78) | 0.70 (0.61–0.81) | 0.80 (0.71–0.91) | 1.13 (0.91–1.40) | 0.96 (0.77–1.19) |
| Mexico vs. UK | 6.60 (5.29–8.24) | 4.80 (3.63–6.34) | 6.93 (5.37–8.95) | 5.00 (3.65–6.70) | 5.11 (3.82–6.85) | 1.87 (1.24–2.81) | 5.14 (3.26–8.10) |
| Mexico vs. US | 2.72 (2.20–3.34) | 2.01 (1.56–2.59) | 2.72 (2.15–3.46) | 2.43 (1.84–3.20) | 2.08 (1.60–2.72) | 1.06 (0.74–1.51) | 1.70 (1.17–2.49) |
| UK vs. US | 0.41 (0.37–0.45) | 0.41 (0.36–0.47) | 0.39 (0.35–0.44) | 0.49 (0.42–0.57) | 0.41 (0.36–0.47) | 0.57 (0.45–0.72) | 0.33 (0.25–0.44) |
1
ORs were estimated using ordered logistic regression models and logistic regression models. Abbreviation: AOR, adjusted OR.
2
The second category is the reference group.
3
Models were adjusted for age, sex, education level, ethnicity, income adequacy, language, occupation, and BMI.