Table 5.
Effect of apparent brand name on Taste, sensory or variant measures, draw effort and purchase intent
| Brand name displayed on pack* |
||||
|---|---|---|---|---|
| Premium (mean (SE)) | Value (mean (SE)) | Unadjusted model | Adjusted model† | |
| Taste (bad—good) | 61.92 (2.32) | 54.47 (2.14) | F(1,80)=5.70, p=0.019, ηp2=0.07 | F(1,78)=5.51, p=0.021, ηp2=0.07 |
| Sensory measures | ||||
| Harshness (smooth—harsh) | 45.13 (3.19) | 54.80 (2.87) | F(1,80)=7.22, p=0.009, ηp2=0.08 | F(1,78)=6.98, p=0.010, ηp2=0.08 |
| Dryness (moist—dry) | 53.57 (2.49) | 62.06 (2.26) | F(1,80)=7.31, p=0.008, ηp2=0.08 | F(1,78)=7.46, p=0.008, ηp2=0.09 |
| Staleness (fresh—stale) | 49.99 (3.22) | 47.47 (2.82) | F(1,80)=0.36, p=0.550, ηp2=0.00 | F(1,78)=0.40, p=0.528, ηp2=0.01 |
| Variant measures | ||||
| Tar (low—high) | 48.92 (2.03) | 50.44 (2.00) | F(1,80)=0.33, p=0.567, ηp2=0.00 | F(1,78)=0.31, p=0.577, ηp2=0.00 |
| Strength (weak—strong) | 54.65 (2.52) | 56.30 (2.09) | F(1,80)=0.37, p=0.545, ηp2=0.01 | F(1,78)=0.29, p=0.593, ηp2=0.00 |
| Volume (low—full) | 52.83 (2.52) | 53.40 (2.51) | F(1,80)=0.05, p=0.825, ηp2=0.00 | F(1,78)=0.03, p=0.871, ηp2=0.00 |
| Lightness (heavy—light) | 49.06 (2.58) | 47.27 (2.09) | F(1,80)=0.43, p=0.512, ηp2=0.01 | F(1,78)=0.36, p=0.553, ηp2=0.01 |
| Draw effort (easy—hard) | 41.34 (2.80) | 42.44 (2.95) | F(1,80)=0.10, p=0.758, ηp2=0.00 | F(1,78)=0.08, p=0.778, ηp2=0.00 |
| Purchase intent (unlikely—likely) | 59.61 (3.34) | 52.77 (3.19) | F(1,80)=2.47, p=0.120, ηp2=0.03 | F(1,78)=2.29, p=0.134, ηp2=0.03 |
*Estimates are taken from the adjusted model.
†Analyses controlled for pack order and the difference in number of puffs between the premium and value pack.