Set C: stick branding and attractiveness, quality and taste, means (SEs)
| Standard Cork | Standard White Tip | Standard with Brand | Current design | |
| Attractiveness | 2.77 (0.08) | 2.14 (0.11) | 3.12 (0.08) | 3.99 (0.09) |
| Mean (Dunhill) | 2.75 | 1.82 | 3.23 | 4.22 |
| Mean (Horizon) | 2.8 | 2.45 | 3.03 | 3.75 |
| Rated most attractive by | 6% | 14% | 17% | 54% |
| Rated least attractive by | 18% | 57% | 12% | 5% |
| All sticks rated the same attractiveness by 9% | ||||
| Quality of cigarette | 2.68 (0.07) | 2.4 (0.09) | 3.12 (0.06) | 3.8 (0.08) |
| Mean (Dunhill) | 2.73 | 2.1 | 3.23 | 3.93 |
| Mean (Horizon) | 2.63 | 2.7 | 3.00 | 3.67 |
| Rated highest quality by | 4% | 6% | 11% | 41% |
| Rated lowest quality by | 20% | 36% | 5% | 1% |
| All sticks rated the same on quality by 38% | ||||
| Taste | 2.91 (0.06) | 2.08 (0.09) | 3.37 (0.07) | 3.64 (0.08) |
| Mean (Dunhill) | 2.95 | 1.85 | 3.55 | 3.65 |
| Mean (Horizon) | 2.87 | 2.30 | 3.2 | 3.62 |
| Rated strongest taste by | 5% | 3% | 22% | 34% |
| Rated weakest taste by | 9% | 49% | 3% | 2% |
| All sticks rated the same on taste by 37% | ||||
| Preferred | 2.89 (0.10) | 2.13 (0.13) | 3.08 (0.10) | 3.90 (0.11) |
| Rated most preferred by | 15% | 15% | 17% | 54% |
| Rated least preferred by | 20% | 58% | 13% | 9% |