Table 3.
Prevalence Ratios Comparing the Prevalence of Having the Misperception Compared to a Reference Group and the Mean by Message Content Variables
| Variables to inform message content | PR, p | PR (reference: mean), p |
|---|---|---|
| Recognition of 10 smoking-caused diseases | ||
| 0 | ref | 0.40 (0.33, 0.49), p < .0001 |
| 1 | 1.17 (0.78, 1.75), p = .45 | 0.47 (0.33, 0.67), p < .0001 |
| 2 | 1.72 (1.18, 2.49), p = .005 | 0.69 (0.50, 0.95), p = .023 |
| 3 | 2.01 (1.38, 2.92), p = .0004 | 0.81 (0.61, 1.07), p = .14 |
| 4 | 2.17 (1.62, 2.91), p < .0001 | 0.87 (0.68, 1.12) p = .28 |
| 5 | 2.45 (1.91, 3.16), p < .0001 | 0.99 (0.85, 1.15), p = .88 |
| 6 | 2.19 (1.73, 2.77), p < .0001 | 0.88 (0.77, 1.01), p = .06 |
| 7 | 2.44 (1.88, 3.19), p < .0001 | 0.98 (0.83, 1.16), p = .86 |
| 8 | 2.44 (1.91, 3.11), p < .0001 | 0.98 (0.84, 1.15), p = .84 |
| 9 | 2.62 (2.05, 3.34), p < .0001 | 1.05 (0.91, 1.22), p = .49 |
| 10 | 3.33 (2.63, 4.21), p < .0001 | 1.34 (1.23, 1.46), p < .0001 |
| Absolute harm of cigarettes | ||
| Not at all harmful | ref | 0.60 (0.41, 0.88), p = .0097 |
| Slightly harmful | 1.13 (0.72, 1.78), p = .58 | 0.68 (0.56, 0.83), p = .0002 |
| Somewhat harmful | 1.30 (0.87, 1.95), p = .19 | 0.78 (0.72, 0.85), p < .0001 |
| Very harmful | 1.90 (1.28, 2.82), p = .002 | 1.14 (1.06, 1.21), p = .0001 |
| Extremely harmful | 1.86 (1.25, 2.75), p = .002 | 1.11 (1.04, 1.19), p = .003 |
| Worried about susceptibility to smoking-caused diseases | ||
| Not at all worried | ref | 0.75 (0.66, 0.86), p < .0001 |
| A little worried | 1.36 (1.14, 1.62), p = .0007 | 1.02 (0.95, 1.09), p = .55 |
| Moderately worried | 1.36 (1.15, 1.61), p = .0004 | 1.02 (0.95, 1.10), p = .57 |
| Very worried | 1.52 (1.27, 1.81), p < .0001 | 1.14 (1.04, 1.26), p = .007 |
| Relative harm perceptions of other combustibles (compared to cigarettes) | ||
| No product is less harmful | ref | 1.16 (1.13, 1.18), p < .0001 |
| At least one product is less harmful | 0.49 (0.44, 0.56), p < .0001 | 0.57 (0.52, 0.63), p < .0001 |
| Relative harm perception of additive-free cigarettes (compared to regular cigarettes) | ||
| Less harmful | 0.46 (0.40, 0.53), p < .0001 | 0.51 (0.45, 0.57), p < .0001 |
| About the same | ref | 1.10 (1.07, 1.14), p < .0001 |
| More harmful | 1.55 (1.28, 1.88), p < .0001 | 1.71 (1.44, 2.04), p < .0001 |
| Relative harm perceptions of noncombustible products (compared to cigarettes) | ||
| No misperceptions | ref | 0.37 (0.26, 0.53), p < .0001 |
| At least one misperception | 2.78 (1.91, 4.04), p < .0001 | 1.03 (1.02, 1.04), p < .0001 |
| Past 30-day exposure to tobacco advertising (excluding ENDS advertising) | ||
| Yes | 0.89 (0.79, 0.99), p = .04 | 0.95 (0.90, 1.00), p = .04 |
| No | ref | 1.07 (1.00, 1.14), p = .04 |
| Past 30-day exposure to ENDS advertising | ||
| Yes | 0.85 (0.76, 0.95), p = .003 | 0.93 (0.88, 0.97), p = .003 |
| No | ref | 1.09 (1.03, 1.16), p = .003 |
| Past 12-month exposure to Tips from Former Smokers | ||
| Yes | 0.87 (0.78, 0.96), p = .005 | 0.92 (0.87, 0.97), p = .005 |
| No/don’t know | ref | 1.06 (1.02, 1.11), p = .005 |
| Injunctive norm against smoking (disapproval of close friends and family lead the smoker to think about quitting) | ||
| Not at all | ref | 0.80 (0.75, 0.85), p < .0001 |
| Somewhat | 1.39 (1.23, 1.56), p < .0001 | 1.11 (1.04, 1.18), p = .001 |
| Very much | 1.66 (1.42, 1.94), p < .0001 | 1.33 (1.19, 1.48), p < .0001 |
| Injunctive norm against ENDS (people disapprove of using e-cigarettes) | ||
| Yes | 1.67 (1.39, 2.00), p < .0001 | 1.54 (1.32, 1.79), p < .0001 |
| No | ref | 0.92 (0.90, 0.95), p < .0001 |
| Subjective norms supporting noncombustible use (people important to them used non-combustibles) | ||
| Yes | 0.61 (0.51, 0.73), p < .0001 | 0.64 (0.55, 0.75), p < .0001 |
| No | ref | 1.05 (1.03, 1.06), p < .0001 |