Linear regression predicting viewing the lighter coloured pack in a pair of two brand variants more positively regarding of taste, harm, quality, would rather try and easier to quit
| Plain (ref: branded) | Taste better | Less harmful | Better quality | Would rather try | Easier to quit |
|---|---|---|---|---|---|
| β | −0.12 | −0.77 | 0.04 | −0.32 | −0.58 |
| 95% CI for β | −0.29 to 0.06 | −0.97 to −0.56 | −0.11 to 0.18 | −0.50 to −0.14 | −0.76 to −0.39 |
| p Value | 0.191 | <0.001 | 0.627 | <0.001 | <0.001 |
| Moderators (β, significance) | Gender (ref: male) −0.14 (p<0.001) | Smoking status (ref: non-smoker) 0.77 (p<0.001) Risk awareness index 0.05 (p=0.049) | Age (ref: between 15 and 18) −0.11 (p=0.004) | Gender (ref: male) −0.15 (p<0.001) Smoking status (ref: non-smoker) 0.13 (p<0.001) | Age (ref: between 15 and 18) −0.10 (p=0.012) Smoking status (ref: non-smoker) 0.15 (p<0.001) |
Model adjusting for the following covariates: age, smoking status, gender and risk awareness (β and p value of significant covariates listed in table).