Depth of cognitive processing of the Canadian warning labels
| Depth of processing items | At least once | |
|---|---|---|
| Baseline | Follow up | |
| *χ2 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%) |