Table 1
Pack stimuli and brand recognition, brand recall, package attractiveness, prior use and willingness to try
| Responses to pack stimuli | Marlboro | Camel | Pall Mall | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
 |  |  |  |  |  |  |  |  |  |  |  | |
| Regular | Light | Capsule, regular | Capsule, menthol | Regular | Light | Regular, capsule | Menthol, capsule | Regular | Light | Regular, capsule | Menthol, capsule | |
| (n=3293) | (n=3334) | (n=1692) | (n=1669) | (n=3345) | (n=3340) | (n=1642) | (n=1644) | (n=3335) | (n=3300) | (n=1676) | (n=1658) | |
| Seen pack before (%) | 64 | 34 | 15 | 33 | 49 | 43 | 36 | 34 | 32 | 23 | 42 | 41 |
| Recalled brand (%) | 25 | 6 | 2 | 6 | 17 | 9 | 5 | 3 | 1 | 2 | 8 | 7 |
| Pack very attractive (%) | 4 | 2 | 3 | 4 | 4 | 4 | 10 | 8 | 3 | 3 | 15 | 11 |
| Smoked before (%) | 10 | 4 | 2 | 6 | 5 | 5 | 5 | 5 | 4 | 3 | 9 | 8 |
| Would try (%) | 14 | 5 | 5 | 10 | 10 | 7 | 13 | 13 | 6 | 4 | 24 | 18 |
Students randomised to view three packages, one from each brand family, with brand name removed. Each set of three packages included one regular, one light and one capsule brand variety. Two different capsule varieties were selected for each brand family, because these were heavily marketed by each brand. However, only one of the two capsule varieties was selected.