Table 2 Mean predicted preference scores by experimental condition
Preference measurea | Plain packaging | Branded packaging | p-value | No warning label | Text-only warning label | Pictorial warning label | p-value | No tax | 20 % tax | p-value |
|---|---|---|---|---|---|---|---|---|---|---|
Mean (SD) | Mean (SD) | Mean (SD) | Mean (SD) | Mean (SD) | Mean (SD) | Mean (SD) | ||||
Product attractiveness | 2.1 (1.6) | 3.9 (1.8) | <0.001 | 3.7 (2.0) | 3.1 (2.0) | 2.2 (1.9) | <0.001 | 3.1 (2.0) | 3.0 (1.9) | 0.364 |
Product taste | 3.4 (1.8) | 5.0 (1.7) | <0.001 | 4.5 (1.8) | 4.2 (2.0) | 3.8 (2.0) | <0.001 | 4.4 (1.9) | 4.1 (1.9) | 0.025 |
Product quality | 2.6 (1.6) | 4.4 (1.5) | <0.001 | 3.8 (1.8) | 3.4 (1.8) | 3.2 (1.7) | 0.001 | 3.6 (1.9) | 3.5 (1.7) | 0.407 |
Product coolness | 2.5 (1.6) | 4.2 (1.6) | <0.001 | 4.0 (1.8) | 3.3 (1.7) | 2.7 (1.6) | <0.001 | 3.5 (1.9) | 3.2 (1.8) | 0.034 |
Product healthfulness | 1.9 (1.2) | 1.9 (1.2) | 0.546 | 2.1 (1.3) | 1.8 (1.1) | 1.8 (1.2) | 0.027 | 1.9 (1.3) | 1.9 (1.2) | 0.844 |
Product cost | 3.8 (2.1) | 3.4 (1.8) | 0.042 | 3.6 (2.0) | 3.7 (2.0) | 3.5 (1.9) | 0.718 | 4.2 (1.9) | 3.0 (1.9) | <0.001 |
Consumer interest (boring/interesting) | 3.2 (1.4) | 4.3 (1.1) | <0.001 | 4.0 (1.3) | 3.7 (1.5) | 3.5 (1.7) | <0.001 | 3.8 (1.4) | 3.7 (1.3) | 0.190 |
Consumer popularity (unpopular/popular) | 3.2 (1.5) | 4.4 (1.2) | <0.001 | 4.0 (1.4) | 3.7 (1.5) | 3.6 (1.5) | 0.002 | 3.8 (1.5) | 3.8 (1.5) | 0.699 |
Consumer fashionableness (unfashionable/fashionable) | 2.9 (1.4) | 4.2 (1.2) | <0.001 | 3.9 (1.4) | 3.6 (1.5) | 3.2 (1.4) | <0.001 | 3.5 (1.5) | 3.6 (1.4) | 0.910 |
Consumer age (old/young) | 3.6 (1.8) | 3.1 (1.4) | <0.001 | 3.4 (1.5) | 3.4 (1.7) | 3.2 (1.7) | 0.520 | 3.4 (1.7) | 3.3 (1.6) | 0.607 |