Table 1. Direction of effect: Attractiveness, quality and smoker identity.
| Direction of effect | ||||
| Study | Type of Comparison | Attractiveness | Quality | Smoker Identity |
| Bansal-Travers 2011 [29] | Branded vs. standardised | Favours branded | Favours branded | |
| Bondy 1996 [30] | Branded vs. standardised | Favours branded | ||
| Centre for Health Promotion 1993 [31] | Branded vs. standardised | Favours branded | Favours branded | Favours branded |
| Donovan 1993 [32] | Branded vs. standardised | Favours branded | Favours branded | |
| Doxey 2011 [33] | Branded vs. standardised | Favours branded | Favours branded | Favours branded |
| Gallopel-Morvan 2010 [34] | Branded vs. standardised | Favours branded | Favours branded | Favours branded |
| Gallopel-Morvan 2012 [35] | Branded vs. standardised | Favours branded | ||
| Germain 2010 [36] | Branded vs. standardised | Favours branded | Favours branded | Favours branded |
| Goldberg 1995 [37] | Branded vs. standardised | Favours branded | ||
| Hammond 2009 [38] | Branded vs. standardised | Favours branded | Favours branded | |
| Hammond 2013 [39] | Branded vs. standardised | Favours branded | Favours branded | Favours branded |
| Hammond 2011 [40] | Branded vs. standardised | Favours branded | Favours branded | Favours branded |
| Hoek 2009 [41] | Branded vs. standardised | Favours branded | ||
| Hoek 2011 [42] | Branded vs. standardised | Favours branded | ||
| Moodie 2011 [43] | Branded vs. standardised | Favours branded | Favours branded | |
| Moodie 2012 [44] | Different colours of standardised packs | Standardised rated negatively | Favours lighter-coloured standardised | Standardised rated negatively |
| Rootman 1995 [45] | Branded vs. standardised | Favours branded | Favours branded | |
| Swanson 1997 [46] | Branded vs. standardised | Favours branded | ||
| Thrasher 2011 [47] | Branded vs. standardised | Favours branded | ||
| Wakefield 2008 [48] | Branded vs. standardised | Favours branded | Favours branded | Favours branded |
| White 2011 [49] | Branded vs. standardised | Favours branded | Favours branded | Favours branded |
An empty cell indicates that the study did not address the outcome in question.