Index scores of perceived positive brand characteristics by gender and experimental condition
| Experimental condition | Mean score | |||||
|---|---|---|---|---|---|---|
| Girls | Boys | |||||
| Appeal | Taste | Less harmful | Appeal | Taste | Less harmful | |
| Branded packs | 2.42 | 1.70 | 0.82 | 2.58 | 1.70 | 0.52 |
| Plain, with descriptors | 1.63** | 1.21** | 0.34** | 2.08* | 1.60 | 0.56 |
| Plain, no descriptors | 1.61** | 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.