Table 3. Direction of effect: Perceptions of strength, harmfulness and which packs are easier to quit.
| Direction of Effect | ||||
| Study | Type of Comparison | Perceptions of Tar/Nicotine Levels | Perceptions of Harmfulness (specific measure used) | Easier to Quit |
| Bansal-Travers 2011 [29] | Branded vs. standardised (white) | Favours branded packs | No difference (which buy to reduce health risks) | |
| Doxey 2011 [33] | Branded vs. standardised (white) | No difference | No difference (health risks compared to other brands) | |
| Environics Research Group 2008a [52] | Branded vs. standardised (colour not given) | Favours standardised packs (informs about health effects) | ||
| Environics Research Group 2008b [53] | Branded vs. standardised (colour not given) | Favours standardised packs (informs about health effects) | ||
| Gallopel-Morvan 2010 [34] | Branded vs. standardised (brown, grey and white) | Favours branded packs (Branded vs. standardised white and grey). | ||
| Favours brown standardised pack (standardised brown vs. standardised white and standardised grey) | ||||
| Gallopel-Morvan 2012 [35] | Branded vs. standardised (grey) | Favours standardised pack (discussion of and awareness of dangers) | ||
| Germain 2010 [36] | Branded vs. standardised (brown) | No difference (main effect of 3 standardised pack vs. branded packs for 3 different brands; light taste) | ||
| Favours standardised packs (for 2 out of 3 standardised pack images for one brand comparison only) | ||||
| Hammond 2009 [38] | (a) Branded (two different brands) vs. standardised (white) | Favours branded pack | Favours branded pack (3 of 4 comparisons); no difference (1 comparison) (health risks) | Favours standardised pack |
| (b) Branded (two different brands) vs. standardised (brown) | No difference (3 of 4 comparisons); favours standardised packs (1 comparison) | No difference (2 of 4 comparisons); favours standardised packs (2 of 4 comparisons) (health risks) | No difference | |
| (c) Standardised white with descriptor ‘Smooth’ vs. standardised white without descriptor | Favours standardised pack without descriptors | Favours standardised pack without descriptors (health risks) | Favours standardised pack with descriptors | |
| (d) Standardised brown with descriptor ‘Gold’ vs. standardised brown without descriptor | Favours standardised pack without descriptors | Favours standardised pack without descriptors (health risks) | Favours standardised pack with descriptors | |
| Hammond 2013 [39] | Branded vs. standardised (brown) | Favours standardised packs | Favours standardised packs (health risks) | |
| Hammond 2011 [40] | Branded vs. standardised (brown) | Favours standardised packs | Favours standardised packs (health risks) | |
| Moodie 2011 [43] | Branded vs. standardised (brown) | No difference (awareness of health risks) | ||
| Moodie 2012 [44] | Standardised packs of different colours | Favours red standardised packs (level of harm) | ||
| Wakefield 2008 [48] | Branded vs. standardised (brown) | Favours standardised packs | ||
| White 2011 [49] | Branded vs. standardised (brown) with and without descriptors | Favours standardised packs (harmfulness) | Favours packs (branded and standardised) with descriptors | |
| Favours packs (branded and standardised) without descriptors (harmfulness) | ||||
Notes to table: An empty cell indicates that the study did not address the outcome in question.