Table 2

Effects of pack features on appeal, perceived harm and perceived interest

	Adults (n=950)			Adolescents (n=1500)
	OR	95% CI	P value	OR	95% CI	P value
Effects of pack features on pack appeal (likes product)
Colour	4.182	3.731 to 4.688	<0.001	13.193	11.526 to 15.102	<0.001
Capsule image	1.657	1.486 to 1.848	<0.001	1.678	1.499 to 1.878	<0.001
Flavour name
Tropical Burst	1.043	0.879 to 1.238	0.629	1.433	1.196 to 1.716	<0.001
Hazel Rush	1.090	0.911 to 1.304	0.348	1.154	0.962 to 1.385	0.123
Arctic Air	1.204	1.018 to 1.143	0.031	1.196	0.990 to 1.446	0.064
Colour × capsule image	0.749	0.602 to 0.931	0.009	0.760	0.603 to 0.959	0.020
Colour × flavour name
Tropical Burst	0.944	0.696 to 1.280	0.710	0.833	0.606 to 1.145	0.261
Hazel Rush	0.670	0.490 to 0.917	0.012	0.834	0.601 to 1.156	0.276
Arctic Air	1.581	1.161 to 2.153	0.004	1.791	1.254 to 2.559	0.001
Capsule image × flavour name
Tropical Burst	0.919	0.678 to 1.244	0.582	0.981	0.722 to 1.334	0.904
Hazel Rush	1.283	0.939 to 1.755	0.118	1.409	1.030 to 1.928	0.032
Arctic Air	1.120	0.824 to 1.520	0.472	1.217	0.872 to 1.698	0.247
Effects of pack features on perceived harm (product harmful)
Colour	0.894	0.776 to 1.030	0.121	0.895	0.798 to 1.005	0.060
Capsule image	0.871	0.756 to 1.004	0.056	0.920	0.820 to 1.033	0.158
Flavour name
Tropical Burst	1.116	0.885 to 1.407	0.352	0.974	0.805 to 1.178	0.786
Hazel Rush	0.902	0.705 to 1.155	0.400	1.091	0.904 to 1.317	0.364
Arctic Air	1.048	0.831 to 1.322	0.692	0.998	0.819 to 1.216	0.983
Colour × capsule image	0.985	0.742 to 1.307	0.915	1.269	1.007 to 1.598	0.043
Colour × flavour name
Tropical Burst	1.193	0.805 to 1.768	0.379	1.384	1.000 to 1.914	0.050
Hazel Rush	1.372	0.906 to 2.078	0.136	1.094	0.793 to 1.508	0.586
Arctic Air	0.844	0.568 to 1.253	0.399	0.869	0.622 to 1.215	0.412
Capsule image × flavour name
Tropical Burst	0.965	0.651 to 1.430	0.860	1.511	1.092 to 2.091	0.013
Hazel Rush	0.824	0.544 to 1.249	0.362	1.037	0.752 to 1.431	0.823
Arctic Air	0.979	0.659 to 1.452	0.915	1.045	0.748 to 1.459	0.798
Effects of pack features on perceived interest (interested in pack)
Colour	3.097	2.728 to 3.516	<0.001	4.479	3.878 to 5.172	<0.001
Capsule image	1.362	1.210 to 1.539	<0.001	1.646	1.441 to 1.879	<0.001
Flavour name
Tropical Burst	1.294	1.061 to 1.579	0.011	1.411	1.144 to 1.741	0.001
Hazel Rush	1.315	1.071 to 1.614	0.001	1.181	0.953 to 1.463	0.128
Arctic Air	1.133	0.930 to 1.380	0.215	1.252	1.004 to 1.562	0.046
Colour × capsule image	0.812	0.636 to 1.037	0.095	0.727	0.554 to 0.956	0.022
Colour × flavour name
Tropical Burst	0.999	0.708 to 1.410	0.995	0.867	0.599 to 1.255	0.449
Hazel Rush	0.614	0.434 to 0.870	0.006	0.771	0.527 to 1.127	0.179
Arctic Air	1.033	0.732 to 1.457	0.854	1.557	1.039 to 2.334	0.032
Capsule image × flavour name
Tropical Burst	1.109	0.788 to 1.561	0.554	0.780	0.543 to 1.119	0.177
Hazel Rush	0.944	0.667 to 1.335	0.744	1.570	1.079 to 2.282	0.018
Arctic Air	0.948	0.674 to 1.333	0.759	0.843	0.575 to 1.235	0.380

Bolded values indicate statistical significance (p<0.05).