Table 2

Depth of cognitive processing of the Canadian warning labels

Depth of processing itemsAt least once
BaselineFollow up
2 test, p<0.05. Responses for items 1 and 4 = “At least read the message quickly”
Outside package messages
1. How carefully have you ever read the messages on the outside of cigarette packages?93.1%(−2.0%)
2. How often have you read or paid close attention to the messages on the outside of packages?78.5%(+1.8%)
3. How often have you thought about what the warnings on the outside of packages have to say?74.5%(+2.5%)
Inside package messages
4. How carefully have you ever read the messages on the inside messages of cigarette packages?44.4%(+7.1%)*
5. How often have you read or paid close attention to the messages on the inside of packages?35.4%(+6.5%)*
6. How often have you thought about what the messages on the inside of packages have to say?23.3%(+10.7%)*
General
7. Have you ever talked about the new warning labels with other smokers or non-smokers?81.1%(−5.0%)*
8. Have you ever thought about the warnings or what they had to say when a cigarette pack wasn’t in sight?29.2%(−4.1%)*
9. Have you ever saved or held on to a warning label after you had finished the pack?14.7%(+2.4%)