Fully branded pack | Plain pack after 10 days | Comparison | |
---|---|---|---|
Mean* (SD) | Mean (SD) | t (p value) | |
Pack perceptions | |||
Undesirable (1)/very desirable (5) | 3.44 (0.97) | 1.89 (1.13) | 12.03 (<0.001) |
Unattractive (1)/very attractive (5) | 3.29 (1.00) | 1.96 (1.19) | 9.84 (<0.001) |
Not stylish (1)/very stylish (5) | 3.25 (1.09) | 2.03 (1.21) | −8.71 (<0.001) |
Unfashionable (1)/very fashionable (5) | 3.06 (1.02) | 2.05 (1.20) | 7.57 (<0.001) |
Uncool (1)/very cool (5) | 3.29 (1.05) | 1.98 (1.22) | 9.30 (<0.001) |
Pack attitude | |||
Disliked (1)/liked (5) | 3.60 (0.92) | 2.13 (1.22) | −10.82 (<0.000) |
Significant results are in bold.
*Scale 1–5.