Table 2
Pack ratings of appeal, taste, tar level and health risk for individual packs (n=512)
 |  |  |  |  |  |  |  | |
| ‘A little’ or ‘a lot’ more appealing than other brands (percentage agreement) | ||||||||
| Standard | 66.7%a | 66.0%a | 60.3%a | 60.3%a | 55.3%a | 47.5% | 38.3% | 27.7% |
| No descriptors | 64.0%b | 52.0%a | 56.8% | 49.6%a | 46.0%b | 35.2% | 31.5% | 29.6% |
| Plain | 16.5%ab | 14.8%a | 44.3%a | 14.8%a | 19.7%ab | 36.9% | 31.7% | 21.3% |
| ‘A little’ or ‘a lot’ better taste than other brands (percentage agreement) | ||||||||
| Standard | 58.2%a | 58.9%a | 22.7% | 17.0% | 31.9%a | 24.8% | 9.9% | 10.0% |
| No descriptors | 26.4%a | 28%a | 31.2% | 20.8% | 23.4% | 25.8% | 12.9% | 17.7% |
| Plain | 8.2%a | 5.7%a | 19.4% | 12.3% | 15.6%a | 23.4% | 9.0% | 14.5% |
| ‘A little’ or ‘a lot’ less tar than other brands (percentage agreement) | ||||||||
| Standard | 9.2% | 9.9% | 14.9% | 3.5% | 16.3% | 14.9% | 14.9% | 3.6% |
| No descriptors | 17.6%a | 12.1% | 20.0%a | 8.0% | 18.4% | 16.8% | 8.8% | 7.2% |
| Plain | 7.4%a | 9.9% | 10.7%a | 9.0% | 12.4% | 13.9% | 13.1% | 5.7% |
| ‘A little’ or ‘a lot’ less health risk than other brands (percentage agreement) | ||||||||
| Standard | 5.7% | 5.0% | 5.0%a | 2.1% | 7.8% | 7.1% | 7.1% | 0.7% |
| No descriptors | 12.8%a | 8.8% | 14.4%ab | 5.6% | 9.6% | 9.6% | 5.6% | 7.2% |
| Plain | 3.3%a | 4.1% | 6.6%b | 6.6% | 4.1% | 8.2% | 8.2% | 4.1% |
Letters are used to indicate statistical significance between values in the same column. Values with the same letter are significantly different at the p<0.05 level.
Note that results are not shown for the ‘male’ condition. Unlike the three ‘female’ conditions shown in the table, for which the same brand was systematically altered across conditions, different brands were used in the ‘male’ condition and no brand-specific comparisons can be made across conditions.