Brand name recall, package attractiveness and interest in trying brand-specific varieties among Mexican youth
| Sample and pack characteristics | Recalled brand name | Package very attractive | Would try† | ||||||
|---|---|---|---|---|---|---|---|---|---|
| Per cent | OR | AOR‡ | Per cent | OR | AOR§ | Per cent | OR | AOR¶ | |
| Brand×flavour capsule | |||||||||
| Marlboro, regular/light (ref) | 16 | 1 | 1 | 3 | 1 | 1 | 9 | 1 | 1 |
| Marlboro, capsule | 4 | 0.26*** (0.21 to 0.32) | 0.26*** (0.20 to 0.32) | 4 | 0.89 (0.66 to 1.19) | 0.91 (0.79 to 1.02) | 7 | 0.88 (0.73 to 1.06) | 0.99 (0.80 to 1.21) |
| Camel, regular/light | 13 | 1.02 (0.90 to 1.15) | 1.04 (0.91 to 1.191) | 4 | 1.13 (0.93 to 1.38) | 1.49*** (1.36 to 1.63) | 8 | 0.98 (0.84 to 1.14) | 0.93 (0.78 to 1.11) |
| Camel, capsule | 4 | 0.25*** (0.20 to 0.32) | 0.25*** (0.19 to 0.31) | 9 | 2.67*** (2.18 to 3.26) | 2.57*** (2.32 to 2.83) | 13 | 1.51*** (1.27 to 1.80) | 1.36** (1.10 to 1.66) |
| Pall Mall, regular/light | 2 | 0.07*** (0.06 to 0.09) | 0.07*** (0.05 to 0.09) | 3 | 0.82 (0.66 to 1.01) | 0.93 (0.84 to 1.02) | 5 | 0.55*** (0.46 to 0.65) | 0.57*** (0.46 to 0.69) |
| Pall Mall, capsule | 8 | 0.38*** (0.32 to 0.46) | 0.36*** (0.29 to 0.44) | 13 | 3.75*** (3.16 to 4.51) | 3.30*** (2.97 to 3.66) | 21 | 2.29*** (1.96 to 2.69) | 1.99*** (1.65 to 2.39) |
*p<0.05; **p<0.01; ***p<0.00.
†Adjusted models account for age, sex, parental education, parental smoking, sibling smoking, friend smoking, sensation seeking, positive expectancies, smoking status (never-smoker, not susceptible; never-smoker, susceptible; prior trial, not current smoker; current smoker), frequency of internet tobacco ad exposure and frequency of PoS exposure.
‡Adjusted models account for those listed under 1, as well as report having smoked the brand variety before.
§Adjusted models account for those listed under 1, as well as report having smoked the brand variety before, and rating of pack attractiveness.
¶Students were presented with three packs and asked which cigarettes, if any, they would want to try, including the option of not wanting to smoke any of the brands.
AOR, adjusted OR; PoS, point of sale.