Table 2 DCE importance scores and standard deviations across all four prompts: USA, 2022–2023 (N = 245).

From: Discrete choice experiment to evaluate preferences for tailored social media messages for vaping initiation prevention among sexual and gender minority youth

 

Like the most

Like the least

Catch attention

Most likely to share

Importance

SD

Importance

SD

Importance

SD

Importance

SD

Tailoring

61.38

17.17

63.42

16.83

66.97

16.38

63.39

16.11

# of People

38.62

17.17

36.58

16.83

33.03

16.38

36.61

16.11

  1. Importance scores are percentages that represent the proportional contribution of each attribute to the decision-making process.
  2. i.e., the percentage of variability accounted for by the attribute in participants’ choices.
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