Skip to main content

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)