Table 1

Mean ratings on response to Kerrods pack versus own pack

	First measure		Second measure		Third measure		Fourth measure
	Kerrods	Own	Kerrods	Own	Kerrods	Own	Kerrods	Own
	Mean SD	Mean SD	Mean SD	Mean SD	Mean SD	Mean SD	Mean SD	Mean SD
(A) Pack perceptions (seven items)
Style	1.43	3.09***	1.36	3.07***	1.35	2.87***	1.42	2.91***
Not stylish (1)/stylish (5)	0.59	0.88	0.61	0.79	0.57	0.91	0.66	0.97
Fashion	2.05	3.00**	1.84	2.77**	1.89	2.80**	2.04	2.80***
Unfashionable (1)/fashionable (5)	1.51	0.91	1.38	0.74	1.32	0.84	1.38	0.84
Cheap	1.62	3.20***	1.66	3.00***	1.57	3.13***	1.65	3.15***
Cheap (1)/expensive (5)	0.75	1.01	0.81	1.01	0.69	0.98	0.74	1.07
Cool	1.57	2.64***	1.64	2.84***	1.42	2.84***	1.57	2.87***
Uncool (1)/cool (5)	0.76	0.84	0.88	0.74	0.62	0.80	0.75	0.86
Attractive	1.59	3.05***	1.43	2.87***	1.54	2.87***	1.67	2.84***
Unattractive (1)/attractive (5)	0.97	0.96	0.86	0.83	0.86	0.93	0.90	0.82
Quality	2.05	3.43***	2.07	3.48***	1.91	3.40***	1.89	3.40***
Poor quality (1)/good quality (5)	0.96	0.83	0.93	0.73	0.85	0.86	0.88	0.78
Appealing	1.76	3.07***	1.84	3.07***	1.76	3.02***	1.71	2.93***
Unappealing (1)/appealing (5)	1.08	1.07	1.16	0.90	0.98	0.87	0.89	0.94
Overall pack perceptions
Composite score	1.72	3.05***	1.70	3.03***	1.63	3.00***	1.73	3.01***
Low score=negative perceptions/high score=positive perceptions	0.57	0.59	0.62	0.56	0.51	0.63	0.57	0.65
(B) Pack feelings (three items)
Embarrassment	2.30	4.20***	2.33	3.96***	2.30	3.83***	2.26	3.70***
Embarrassed (1)/not (5)	1.17	0.96	1.33	1.01	1.16	1.09	1.18	1.15
Ashamed	2.70	4.11***	2.39	3.89***	2.47	3.71***	2.39	3.80***
Ashamed (1)/not (5)	1.21	1.02	1.28	1.02	1.16	1.18	1.18	1.05
Acceptance	2.30	3.52***	2.37	3.30***	2.44	3.18***	2.24	3.24***
Unaccepted (1)/accepted (5)	0.90	0.90	1.07	0.86	1.06	0.91	0.98	1.03
Overall pack feelings
Composite score	2.45	3.96***	2.40	3.76***	2.42	3.56***	2.32	3.61***
Low score=negative perceptions/high score=positive perceptions	0.95	0.71	1.04	0.72	1.03	0.94	1.00	0.89
(C) Feelings about smoking (two items)
Enjoyment	2.53	3.37***	2.73	3.30**	2.78	3.13*	2.62	3.18***
Not at all enjoyable (1)/very enjoyable (5)	0.88	0.85	1.06	0.79	1.06	0.84	0.96	0.98
Satisfaction	2.65	3.35***	2.58	3.22***	2.70	3.13**	2.61	3.20***
Not at all satisfying (1)/satisfying (5)	1.00	0.87	1.10	0.79	1.02	0.82	1.02	0.96
Overall feelings smoking
Composite score	2.60	3.36***	2.67	3.28**	2.77	3.11*	2.63	3.17***
Low score=negative perceptions/high score=positive perceptions	0.91	0.84	1.06	0.73	1.01	0.80	0.97	0.94
(D) Health warnings (four items)
Noticing	4.11	3.39*	4.05	3.61*	4.07	3.64	4.05	3.77
Hardly noticeable (1)/very (5)	0.95	1.33	0.99	1.08	0.91	1.15	1.06	1.14
Seriousness	4.11	3.93	4.22	3.89	4.13	3.85	4.28	3.87***
Not serious (1)/very serious (5)	0.98	1.03	0.84	1.04	1.01	1.00	0.89	1.00
Believability	4.30	4.12	4.24	4.10	4.28	4.09	4.34	4.18
Not believable (1)/believable (5)	0.83	0.93	0.91	1.03	0.91	0.98	0.86	0.97
Awareness of health risks	3.73	3.82	3.80	3.67	3.82	3.78	3.98	3.93
Not at all aware (1)/very aware (5)	1.25	1.09	1.15	1.06	1.17	1.15	0.95	1.18
Overall warning response
Composite score	4.07	3.78	4.10	3.82	4.07	3.83	4.15	3.94
Low score=little/no impact/high score=high impact	0.80	0.80	0.78	0.82	0.79	0.91	0.77	0.87

*p<0.05; **p<0.01; ***p<0.001.