Mean ratings on response to Kerrods pack versus own pack for health warning salience and credibility, and attention and depth of processing
| Midweek | Weekend | |||
|---|---|---|---|---|
| Mean | Mean | |||
| SD | SD | |||
| Kerrods | Own | Kerrods | Own | |
| Health warnings (salience and credibility) | ||||
| Noticing | 3.44 | 3.43 | 3.41 | 3.25 |
| Hardly noticeable(1)/very (5) | 1.39 | 1.33 | 1.40 | 1.29 |
| Seriousness | 3.94 | 3.83 | 3.84 | 3.89 |
| Not serious(1)/serious (5) | 1.12 | 1.12 | 1.26 | 1.04 |
| Believability | 4.10 | 4.08 | 4.09 | 3.91* |
| Not believable(1)/believable (5) | 1.09 | 0.98 | 1.09 | 1.06 |
| Overall warning response | ||||
| Composite score | 3.92 | 3.77 | 3.77 | 3.67 |
| Low score=little, no impact/high score=high impact | 0.97 | 0.93 | 1.01 | 0.88 |
| Health warnings (attention and depth of processing) | ||||
| Attention | 3.00 | 2.28*** | 2.97 | 2.58*** |
| Not looking closely(1)/looking closely (5) | 1.47 | 1.34 | 1.51 | 1.35 |
| Thinking about warnings | 3.02 | 2.52*** | 3.16 | 2.80*** |
| Not think about what they are telling you(1)/thinking about what they are telling you (5) | 1.41 | 1.36 | 1.47 | 1.34 |
| Overall warning action response | ||||
| Composite score | 3.00 | 2.39*** | 3.06 | 2.69*** |
| Low score=little or no action/high score=high action | 1.38 | 1.26 | 1.42 | 1.27 |
*p<0.05.
**p<0.01.
***p<0.001.