Table 2

Mean ratings on response to ‘regular’ pack (Mayfair) versus ‘novelty’ and ‘plain’ packs

	Mayfair vs. novelty pack B (Silk Cut Superslims)			Mayfair vs. novelty pack C (Marlboro Bright Leaf)			Mayfair vs. novelty pack D (Pall Mall)			Mayfair vs. plain pack
	M'fair	Silk Cut	p Value*	M'fair	M'boro	p Value	M'fair	Pall Mall	p Value	M'fair	Plain	p Value
	Mean	Mean		Mean	Mean		Mean	Mean		Mean	Mean
	SD	SD		SD	SD		SD	SD		SD	SD
Individual items
Unattractive (1)/attractive (5)	1.92	2.13	<0.001	1.92	2.06	<0.001	1.92	2.32	<0.001	1.91	1.48	<0.001
	1.11	1.56		1.11	1.23		1.11	1.38		1.11	0.94
Not eye-catching (1) /eye-catching (5)	2.04	2.38	<0.001	2.04	2.23	<0.001	2.04	2.72	<0.001	2.03	1.56	<0.001
	1.27	1.41		1.27	1.35		1.27	1.53		1.26	1.01
Not cool (1) /cool (5)	1.60	1.85	<0.001	1.60	1.82	<0.001	1.60	1.83	<0.001	1.60	1.34	<0.001
	1.04	1.22		1.04	1.22		1.04	1.22		1.04	0.80
Very harmful (1)/not at all harmful(5)	1.62	1.72	<0.001	1.62	1.58	0.045	1.62	1.69	<0.001	1.62	1.50	<0.001
	1.04	1.14		1.04	1.02		1.04	1.11		1.04	0.98
Boring (1)/fun (5)	1.69	1.97	<0.001	1.69	1.85	<0.001	1.69	2.02	<0.001	1.68	1.34	<0.001
	0.98	1.21		0.98	1.14		0.98	1.26		0.98	0.74
Not worth looking at (1)/worth looking at (5)	1.55	1.74	<0.001	1.55	1.67	<0.001	1.54	1.74	<0.001	1.55	1.31	<0.001
	0.98	1.15		0.98	1.09		0.98	1.13		0.98	0.76
Not meant for someone like me (1)meant or someone like me (5)	1.34	1.42	<0.001	1.34	1.34	0.658	1.34	1.44	<0.001	1.34	1.24	<0.001
	0.77	0.89		0.76	0.82		0.76	0.92		0.76	0.68
Grown-up (1)/childish (5)	2.06	2.23	<0.001	2.06	2.08	0.596	2.06	2.39	<0.001	2.06	1.99	0.006
	1.31	1.37		1.31	1.31		1.31	1.39		1.31	1.32
Puts me off (1)/tempts me to smoke (5)	1.62	1.67	0.002	1.62	1.63	0.678	1.62	1.67	0.001	1.62	1.48	<0.001
	1.06	1.08		1.06	1.08		1.06	1.10		1.06	1.01
I dislike this pack (1)/I like this pack (5)	1.81	2.10	<0.001	1.81	1.97	<0.001	1.81	2.17	<0.001	1.82	1.51	<0.001
	1.14	1.29		1.14	1.24		1.14	1.36		1.14	0.98
I would not like to have this pack (1)/I would like to have this pack (5)	1.43	1.51	<0.001	1.43	1.50	<0.001	1.43	1.54	<0.001	1.43	1.33	<0.001
	0.92	1.00		0.92	1.01		0.92	1.05		0.92	0.87
Composite Measures
Pack appraisal	8.81	10.09	<0.001	8.81	9.64	<0.001	8.80	10.66	<0.001	8.80	7.03	<0.001
	4.22	5.05		4.21	4.80		4.21	5.18		4.21	3.29
Pack receptivity	6.20	6.68	<0.001	6.19	6.44	<0.001	6.20	6.83	<0.001	6.20	5.57	<0.001
	2.84	3.07		2.83	3.02		2.84	3.21		2.84	2.53

*Wilcoxon signed rank test for significant differences.