Table 3 Ad likeability as a correlate of intended e-cigarette use among never users (total weighted n = 1,952)

Ad likeability

2.33**

(1.84–2.95)

2.93**

(1.96–4.38)

2.48**

(1.95–3.15)

 Male

Ref

Ref

Ref

 Female

0.77

(0.51–1.15)

0.79

(0.43–1.47)

0.58

(0.39–0.88)

 18–24

1.34

(0.86–2.08)

1.07

(0.52–2.20)

1.08

(0.67–1.73)

 25–34

Ref

Ref

Ref

 White, non-Hispanic

Ref

Ref

Ref

 Black, non-Hispanic

1.14

(0.53–2.42)

1.12

(0.41–3.10)

0.98

(0.45–2.11)

 Other, non-Hispanic

3.31**

(1.63–6.73)

2.97

(0.91–9.689

3.07**

(1.53–6.15)

 Hispanic

1.04

(0.57–1.87)

1.71

(0.74–3.87)

1.03

(0.55–1.91)

 Less than high school

Ref

Ref

Ref

 High school

0.95

(0.44–2.06)

0.57

(0.21–1.56)

1.17

(0.53–2.59)

 Some college or more

1.55

(0.74–3.25)

0.68

(0.26–1.80)

1.40

(0.62–3.13)

 Ratio < 1

0.75

(0.43–1.31)

0.90

(0.43–1.88)

0.71

(0.40–1.25)

 Ratio ≥ 1

Ref

Ref

Ref

 Visited/registered on tobacco company website

2.71

(0.89–8.27)

1.22

(0.34–4.39)

2.78

(0.72–10.79)

 Engaged with a tobacco social media page

2.00

(0.83–4.78)

1.85

(0.63–5.47)

0.90

(0.33–2.51)

 Received direct mail/email tobacco product ads

0.69

(0.37–1.29)

1.18

(0.56–2.47)

0.65

(0.33–1.28)

 Yes

8.01**

(4.96–12.97)

12.69**

(6.34–25.41)

18.96**

(11.43–31.45)

 Yes

1.67*

(1.03–2.73)

1.25

(0.56–2.76)

2.03**

(1.22–3.38)

One or more of closest friends smoke

2.37**

(1.47–3.82)

7.15**

(2.43–21.03)

2.84**

(1.73–4.666)