TableĀ 3

Index scores of perceived positive brand characteristics by gender and experimental condition

Experimental conditionMean score
AppealTasteLess harmfulAppealTasteLess harmful
Branded packs2.421.700.822.581.700.52
Plain, with descriptors1.63**1.21**0.34**2.08*1.600.56
Plain, no descriptors1.61**1.12**0.36**1.92*1.18*0.41
  • Values with (*) indicate significant difference at the p<0.001 (**) or 0.05(*) level between experimental conditions for each smoker trait in linear regression models adjusting for age, smoking status and health risk awareness index score.