Table 4.

Adjusted models estimating main effect of source credibility and interaction effects of source credibility and cigarette use on ad and e-cigarette perceptions (N = 497).^a

Variable		b	95% CI	P-value
Perceived ad relevance
Source credibility (stratified by cigarette smoking)	Non-smokers	0.22	0.17, 0.27	<0.001
	Current smokers	0.04	−0.26, 0.34	0.781
Perceived ad effectiveness
Source credibility (main effect)		0.39	0.34, 0.43	<0.001
Ad liking
Source credibility (main effect)		0.41	0.36, 0.46	<0.001
Use interest
Source credibility (stratified by cigarette smoking)	Non-smokers	0.17	0.12,0.23	<0.001
	Current smokers	0.08	−0.27, 0.43	0.656
Harm perceptions
Source credibility (main effect)		−0.04	−0.10, 0.03	0.278

^aLinear mixed effects models with random intercepts were used to estimate associations. We report significant main effects and interaction effects for perceived source credibility and cigarette smoking status on outcome variables. Covariates included age, gender, sexual orientation, race, ethnicity, and e-cigarette use.