Original | Plain pack 1 | Plain pack 2 | Plain pack 3 | OR for linear trend | |||||
% | OR | % | OR | % | OR | % | OR | ||
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 |
*p<0.05; **p<0.01; ***p<0.001.
†Scored 5 or more on a scale from 0 (not at all) to 10 (extremely).
‡p<0.10.