Table 3

Price segment and flavour characteristics as correlates of relative appeal, taste, and perceived harm of preferred brand variety

Brand characteristics		More satisfying				More stylish
		Bivariate		Adjusted*		Bivariate		Adjusted*
Price	Flavour	B	(SE)	B	(SE)	B	(SE)	B	(SE)
USA
Premium	Regular	ref		ref		ref		ref
	Flavour, no capsule	0.05	(0.03)	0.04	(0.03)	0.02	(0.03)	0.01	(0.03)
	Flavour capsule	0.03	(0.06)	0.07	(0.06)	0.15	(0.05)^b	0.11	(0.05)^a
Discount	Regular	−0.43	(0.04)^c	−0.46	(0.05)^c	−0.66	(0.05)^c	−0.59	(0.05)^c
Discount	Flavour, no capsule	−0.22	(0.06)^c	−0.26	(0.07)^c	−0.31	(0.07)^c	−0.30	(0.07)^c
Mexico
Premium	Regular	ref		ref		ref		ref
	Flavour, no capsule	−0.02	(0.04)	−0.01	(0.04)	−0.02	(0.04)	0.00	(0.05)
	Flavour capsule	−0.10	(0.08)	−0.06	(0.08)	0.21	(0.09)^b	0.26	(0.09)^c
Discount	Regular	−0.24	(0.04)^c	−0.28	(0.04)^c	−0.69	(0.05)^c	−0.73	(0.05)^c
	Flavour, no capsule	−0.23	(0.13)	−0.27	(0.13)^a	−0.34	(0.12)^b	−0.35	(0.12)^c
	Flavour capsule	−0.19	(0.05)^c	−0.26	(0.05)^c	−0.15	(0.05)^b	−0.13	(0.06)^a
Australia
All†	Regular	ref		ref		ref		ref
	Flavour, no capsule	0.05	(0.04)	0.04	(0.04)	0.15	(0.04)^c	0.15	(0.04)^c
	Flavour capsule	0.20	(0.08)^a	0.23	(0.09)^b	0.16	(0.09)	0.06	0.09

		Tastes smoother				Tastes lighter				Perceives as less harmful
		Bivariate		Adjusted‡		Bivariate		Adjusted‡		Bivariate		Adjusted‡
Price	Flavour	B	(SE)	B	(SE)	B	(SE)	B	(SE)	B	(SE)	B	(SE)
USA
Premium	Regular	ref		ref		ref		ref		ref		ref
	Flavour, no capsule	0.18	(0.04)^c	0.20	(0.04)^c	0.13	(0.04)^c	0.12	(0.04)^c	0.11	(0.02)^c	0.11	(0.03)^c
	Flavour capsule	0.15	(0.08)^a	0.25	(0.07)^c	0.09	(0.07)	0.13	(0.07)	0.12	(0.05)^b	0.16	(0.05)^c
Discount	Regular	−0.09	(0.05)	−0.22	(0.05)^c	0.42	(0.05)^c	0.36	(0.05)^c	0.13	(0.03)^c	0.08	(0.03)^a
Discount	Flavour, no capsule	0.09	(0.07)	0.06	(0.07)	0.35	(0.07)^c	0.34	(0.07)^c	0.05	(0.05)	0.05	(0.05)
Mexico
Premium	Regular	ref		ref		ref		ref		ref		ref
	Flavour, no capsule	0.53	(0.06)^c	0.50	(0.06)^c	0.40	(0.06)^c	0.36	(0.06)^c	0.10	(0.03)^c	0.10	(0.03)^c
	Flavour capsule	0.44	(0.10)^c	0.48	(0.10)^c	0.18	(0.12)	0.16	(0.13)	−0.01	(0.06)	0.01	(0.06)
Discount	Regular	−0.19	(0.05)^c	−0.15	(0.05)^b	−0.05	(0.05)	0.04	(0.05)	0.05	(0.03)	0.06	(0.03)^a
	Flavour, no capsule	0.15	(0.14)	0.16	(0.13)	0.15	(0.18)	0.15	(0.18)	−0.08	(0.12)	−0.07	(0.12)
	Flavour capsule	0.50	(0.06)^c	0.49	(0.07)^c	0.41	(0.08)^c	0.43	(0.08)^c	0.07	(0.03)^c	0.07	(0.03)^a
Australia
All†	Regular	ref		ref		ref		ref		ref		ref
	Flavour, no capsule	0.01	(0.05)	−0.03	(0.05)	0.02	(0.04)	−0.01	(0.04)	−0.10	(0.03)^c	−0.12	(0.03)^c
	Flavour capsule	0.23	(0.10)^a	0.27	(0.10)^b	−0.13	(0.10)	−0.14	(0.10)	−0.10	(0.08)	−0.09	(0.07)

^ap<0.05; ^bp<0.01; ^cp<0.001.
*Models adjust for age, sex, education, income, race (US only), HSI, quit intention, prior quit attempts, survey wave, time in sample.
†Australia models do not stratify by price because the sample of flavour capsule users in each price segment is too small to allow for stable estimates.
‡Models adjust for age, sex, education, income, race (US only), HIS, quit intention, prior quit attempts, survey wave, time in sample, and brand characteristics.
HSI, heaviness of smoking index.