Table 2

Mean (SD) differences in motivation to quit smoking overall and by experimental condition

Warning label	Overall n=740	Experimental conditions
Warning label	Overall n=740	Loss-framed branded packs n=123	Gain-framed branded packs n=253	Loss-framed plain packs n=131	Gain-framed plain packs n=233
Lung disease (A)	5.1 (2.0)^C,D	5.1 (2.1)^D	5.0 (2.0)^C,D	4.8 (2.0)^D	5.4 (1.8)^C,D
Cancer (B)	5.2 (2.0)^C,D	5.2 (2.1)^D	5.1 (2.0)^C,D	4.9 (2.0)^C,D	5.5 (1.8)^C,D
Mortality (C)	4.8 (2.1)^A,B,D	4.9 (2.2)^D	4.8 (2.0)^A,B,D	4.5 (2.2)^B	5.1 (2.0)^A,B,D
Stroke/heart attack (D)	4.3 (2.1)^A,B,C	4.4 (2.0)^A,B,C	4.2 (2.1)^A,B,C	4.1 (2.2)^A,B	4.4 (1.9)^A,B,C

Motivation to quit was captured on a 7-point scale with higher values indicating stronger cessation motivation. Superscript letters adjacent to means within a column indicate significant differences at an overall α of 0.05 in paired t tests between warning labels using a Bonferroni adjustment for multiple comparisons.