User imagery for Benson & Hedges pack and advertisement
| Descriptive word | Benson & Hedges packet (n=50) (%) | Benson & Hedges ad (n=50) (%) |
|---|---|---|
| *p<0.1, **p<0.05; ***p <0.01. | ||
| Relaxed** | 24 | 46 |
| Interesting*** | 18 | 44 |
| Healthy | 2 | 6 |
| Cool | 10 | 22 |
| Rich*** | 34 | 66 |
| Adventurous* | 30 | 50 |
| Someone I would like | 22 | 30 |
| Up-to-date | 50 | 44 |
| Classy | 14 | 26 |
| Exciting | 20 | 30 |
| Attractive | 18 | 24 |
| Like me | 20 | 10 |