Main effects of cigarette pack and HWL characteristics on perceived attractiveness, interest in trying and relative harm for different cigarettes
| Attractive (n=4245) | Interested in trying (n=4251) | Relative harm (n=4234) | |
| Coefficient (SE) | Coefficient (SE) | Coefficient (SE) | |
| Brand variety | |||
| Marlboro | Reference | Reference | Reference |
| Camel | −0.379 (0.029)*** | −1.030 (0.047)*** | −0.104 (0.064) |
| Pall Mall | 0.013 (0.026) | −0.029 (0.050) | −0.265 (0.063)*** |
| Flavour capsules | |||
| None | Reference | Reference | Reference |
| One capsule | 0.226 (0.022)*** | 0.172 (0.028)*** | −0.131 (0.043)** |
| Two capsules | 0.329 (0.024)*** | 0.230 (0.033)*** | −0.037 (0.049) |
| Tobacco flavour | |||
| Regular | Reference | Reference | Reference |
| Menthol | 0.169 (0.018)*** | 0.143 (0.023)*** | 0.030 (0.034) |
| Descriptive terms/symbols | |||
| Present | Reference | Reference | Reference |
| Not present | −0.228 (0.020)*** | −0.191 (0.025)*** | −0.009 (0.039) |
| Branding | |||
| Normal | Reference | Reference | Reference |
| Plain/generic | −1.695 (0.032)*** | −0.869 (0.034)*** | 0.039 (0.040) |
| HWL size | |||
| 30% | Reference | Reference | Reference |
| 75% | −0.747 (0.025)*** | −0.377 (0.027)*** | 0.260 (0.035)*** |
| HWL content | |||
| Mouth cancer | Reference | Reference | Reference |
| Emphysema | 0.424 (0.025)*** | 0.156 (0.027)*** | 0.151 (0.044)** |
This model includes the main effects shown, block and an alternative specific constant with no interactions.
*p < .05; **p<0.01; ***p<0.001.
HWL, health warning label.