Discrete choice experiment—main effects of and interactions between pack features on pack preference
| Model 1: main effects only | Model 2: main and interaction effects | |||
| Adolescents (n=1030) | Adults (n=915) | Adolescents (n=1030) | Adults (n=915) | |
| Coefficient (SE) | Coefficient (SE) | Coefficient (SE) | Coefficient (SE) | |
| Colour | 1.316 (0.056)*** | 0.775 (0.056)*** | 1.055 (0.106)*** | 0.461 (0.110)*** |
| Capsule image | 0.702 (0.038)*** | 0.619 (0.040)*** | 0.471 (0.066)*** | 0.372 (0.063)*** |
| Flavour name | 0.104 (0.023)*** | 0.126 (0.023)*** | 0.121 (0.059)* | 0.022 (0.041) |
| Colour × capsule image | 0.398 (0.067)*** | 0.357 (0.657)*** | ||
| Colour × flavour name | 0.044 (0.054) | 0.120 (0.040)** | ||
| Capsule image × flavour name | −0.083 (0.049) | 0.057 (0.036) | ||
| Condition × colour | ||||
| A (Fruity) | Reference | Reference | ||
| B (Nutty) | −0.380 (0.133)** | −0.241 (0.136) | ||
| C (Cool/minty) | 0.390 (0.130)** | 0.406 (0.139)** | ||
*P<0.05; **p<0.01; ***p<0.001.