Table 1

Standard items used to assess responses to pack images

Survey items	Response scale
Pack characteristics: How well do you think the following phrases relate to the cigarette pack shown? This pack is popular among smokers This pack is attractive This pack is sophisticated This pack is a brand you might try/smoke	Response scale: 1 (not at all) to 7 (extremely)
Smoker characteristics: How well do you think the following characteristics describe a typical smoker of the pack shown? A typical smoker of this pack is trendy A typical smoker of this pack is boring A typical smoker of this pack is successful	Response scale: 1 (not at all) to 7 (extremely)
Taste attributes: Please rate the following phrases describing the taste of cigarettes from the pack shown. I would expect the cigarettes in this pack to be enjoyable to smoke I would expect the cigarettes in this pack to be high in tar and nicotine I would expect the cigarettes in this pack to be satisfying in taste I would expect the cigarettes in this pack to be harmful to your health	Response scale: 1 (not at all) to 7 (extremely)