Evaluation of Sexual Communication Message Strategies

Table 4 Logistic Regression of PSUNC Cognitive Outcomes by Advertisement on Message Receptivity (R/R scale)

Mimes advertisement
Outcomes (Reference = Low)	OR	95% CI	p-value
Wait Until Older Norm Index	0.992	(0.782, 1.257)	0.9441
Efficacy Scale	1.073	(0.959, 1.199)	0.2181
Short-term Expectation Scale	1.008	(0.901, 1.128)	0.8898
Long-term Expectation Scale	1.063	(0.943, 1.197)	0.3178
Gadget advertisement
Wait Until Older Norm Index	2.749	(1.625, 4.649)	0.0002
Efficacy Scale	1.319	(1.039, 1.674)	0.0227
Short-term Expectation Scale	1.314	(1.032, 1.674)	0.0270
Long-term Expectation Scale	1.841	(1.426, 2.377)	<0.0001
Muffinhead advertisement
Wait Until Older Norm Index	1.017	(0.804, 1.287)	0.8859
Efficacy Scale	0.905	(0.809, 1.012)	0.0804
Short-term Expectation Scale	1.034	(0.923, 1.158)	0.5649
Long-term Expectation Scale	0.890	(0.789, 1.004)	0.0572
Radio advertisement
Wait Until Older Norm Index	0.965	(0.748, 1.245)	0.7848
Efficacy Scale	0.898	(0.798, 1.011)	0.0753
Short-term Expectation Scale	1.132	(1.005, 1.276)	0.0416
Long-term Expectation Scale	1.158	(1.019, 1.316)	0.0241

Note: Model controls for child gender; parent marital status; highest educational attainment; race/ethnicity; parent age; employment status; family structure; whether child had computer, cable television, or Internet in his/her bedroom; metropolitan statistical area urban status; and parental involvement.

ISSN: 1742-4755