Respondents' characteristics
| Attribute | Control pack* (n=147) | Test pack* (n=145) | Significance |
| Female (%) | 58 | 55 | 0.727 |
| Mean age (years) | 20.9 | 21.5 | 0.152 |
| NZ European (%) | 74 | 79 | 0.198 |
| NZ Māori (%) | 17 | 15 | 0.428 |
| Proportion smoking daily (%) | 95 | 95 | 0.495 |
| Mean daily consumption (n) | 10 | 11 | 0.243 |
| Mean age regular smoking (years) | 16.2 | 16.0 | 0.497 |
↵* The control pack tested with the Juster Scale questions was fully branded and a graphic health warning covered the top 30% of the pack image; the test pack had a standardised brand name only and a graphic health warning covered 75% of the pack image.