Table 2.

Mean ratings on response to Kerrods pack versus own pack for health warning salience and credibility, and attention and depth of processing

	Midweek		Weekend
	Mean		Mean
	SD		SD
	Kerrods	Own	Kerrods	Own
Health warnings (salience and credibility)
Noticing	3.44	3.43	3.41	3.25
Hardly noticeable(1)/very (5)	1.39	1.33	1.40	1.29
Seriousness	3.94	3.83	3.84	3.89
Not serious(1)/serious (5)	1.12	1.12	1.26	1.04
Believability	4.10	4.08	4.09	3.91*
Not believable(1)/believable (5)	1.09	0.98	1.09	1.06
Overall warning response
Composite score	3.92	3.77	3.77	3.67
Low score=little, no impact/high score=high impact	0.97	0.93	1.01	0.88
Health warnings (attention and depth of processing)
Attention	3.00	2.28***	2.97	2.58***
Not looking closely(1)/looking closely (5)	1.47	1.34	1.51	1.35
Thinking about warnings	3.02	2.52***	3.16	2.80***
Not think about what they are telling you(1)/thinking about what they are telling you (5)	1.41	1.36	1.47	1.34
Overall warning action response
Composite score	3.00	2.39***	3.06	2.69***
Low score=little or no action/high score=high action	1.38	1.26	1.42	1.27

*p<0.05.

**p<0.01.

***p<0.001.