Table 2 Bivariate logistic regression analyses comparing percentage of smokers who agreed with rated attributes, by pack condition†

	Original		Plain pack 1		Plain pack 2		Plain pack 3		OR for linear trend
	%	OR	%	OR	%	OR	%	OR	OR for linear trend
Brand/pack characteristics
Popular brand among smokers	83.5	1	78.1	0.70	75.9	0.62‡	67.1	0.40***	0.75***
Attractive looking pack	50.0	1	34.7	0.53**	31.2	0.45***	32.0	0.47***	0.79***
Value for money	56.8	1	55.7	0.96	50.8	0.78	49.3	0.74	0.90‡
Exclusive/expensive brand	39.8	1	44.7	1.23	38.2	0.94	40.2	1.02	0.97
Brand you might try/smoke	59.1	1	55.7	0.87	53.3	0.79	51.6	0.74	0.91

Smoker characteristics
Trendy/stylish	47.2	1	38.4	0.70‡	34.2	0.58*	32.0	0.53**	0.81**
Young	55.1	1	52.1	0.88	41.2	0.57**	47.9	0.75	0.88*
Masculine	58.0	1	59.8	1.08	55.8	0.92	42.9	0.55**	0.81***
Lower class	52.8	1	54.3	1.06	50.3	0.90	53.0	1.01	0.99
Sociable/outgoing	68.8	1	55.7	0.57**	51.8	0.49***	49.3	0.44***	0.78***
Older/mature	67.0	1	65.8	0.94	61.8	0.80	55.7	0.62*	0.85*
Confident/successful	51.7	1	51.6	1.00	42.7	0.70	43.4	0.72	0.87*

Perceived sensory perceptions
Rich in tobacco	76.1	1	70.8	0.76	64.8	0.58*	67.1	0.64*	0.86*
Low in tar and nicotine	44.9	1	38.4	0.76	33.7	0.62*	33.3	0.61*	0.85*
Tastes of cheap tobacco	54.5	1	47.0	0.74	50.3	0.84	50.7	0.86	0.97
Satisfying	72.7	1	65.3	0.71	64.8	0.69	61.2	0.59*	0.86*
Like a light cigarette	47.2	1	41.1	0.78	43.2	0.85	39.7	0.74	0.92
Of the highest quality tobacco	60.8	1	59.8	0.96	51.8	0.69‡	50.7	0.66*	0.85*
Harsh on throat	50.6	1	48.9	0.93	54.3	1.16	52.5	1.08	1.05