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Table 3 Branded vs. masked ratings for hedonic and sensory measures (N = 75)

From: Influence of premium vs masked cigarette brand names on the experienced taste of a cigarette after tobacco plain packaging in Australia: an experimental study

Measures

Branded cigarette (Mean(SE))a

Masked cigarette (Mean(SE))a

Unadjusted model

Adjusted modelb

Tastec

64.14(2.21)

58.53(2.26)

F(1,74) = 4.54, p = .037, ηp2 = 0.06

F(1,72) = 4.83, p = .031, ηp2 = 0.06

Harsh

40.76(2.93)

40.49(2.75)

F(1,74) = 0.01, p = .922, ηp2 = 0.00

F(1,72) = 0.01, p = .941, ηp2 = 0.00

Dry

55.65(2.02)

53.79(2.09)

F(1,74) = 0.67, p = .416, ηp2 = 0.01

F(1,72) = 0.66, p = .421, ηp2 = 0.01

Stale

36.04(2.62)

43.90(2.60)

F(1,74) = 6.61, p = .012, ηp2 = 0.08

F(1,72) = 6.75, p = .011, ηp2 = 0.09

Tar

50.38(2.05)

48.79(2.21)

F(1,74) = 0.49, p = .486, ηp2 = 0.01

F(1,72) = 0.50, p = .480, ηp2 = 0.01

Strength

49.14(2.52)

53.48(2.62)

F(1,74) = 1.54, p = .218, ηp2 = 0.02

F(1,72) = 1.67, p = .200, ηp2 = 0.02

Volume of Smoked, e, f

56.80(2.17)

52.01(2.55)

F(1,74) = 3.08, p = .083, ηp2 = 0.04

F(1,72) = 3.18, p = .079, ηp2 = 0.04

Lightness

52.78(2.52)

53.84(2.58)

F(1,74) = 0.11, p = .744, ηp2 = 0.00

F(1,72) = 0.10, p = .757, ηp2 = 0.00

Draw Effort

40.55(2.74)

43.74(2.73)

F(1,74) = 1.00, p = .322, ηp2 = 0.01

F(1,72) = 0.98, p = .327, ηp2 = 0.01

  1. aEstimates are taken from the Adjusted Model
  2. bAnalyses control for cigarette order and the difference in number of puffs between the branded and masked conditions
  3. cSensitivity 2: Branded and masked ratings no longer significantly differed, though the result was nearly significant and the means indicated the same pattern of results (Adj. model: F(1,61) = 3.05, p = .086, ηp2 = 0.05)
  4. dSensitivity 2: Branded and masked ratings no longer tended to differ (Adj. model: F(1,61) = 1.56, p = .216, ηp2 = 0.03)
  5. eSensitivity 3: Branded and masked ratings no longer tended to differ (Adj. model: F(1,67) = 2.02, p = .160, ηp2 = 0.03),
  6. fSensitivity 4: Branded and masked ratings no longer tended to differ (Adj. model: F(1,65) = 2.30, p = .134, ηp2 = 0.03)