Table 4.

Perceptions of cigarette design (harm, appeal and trial)

	Standard cigarette (SC) %*	Cigarette with warning (WC) %*	Green Cigarette (GC) %*
Harmful to health	38.8	69.1†	70.2†
Think of dangers	20.9	58.1†‡	53.5†
Unattractive	25.2	61.7†	68.7†
Unstylish	37.4	66.0†	69.4†
Not nice to be seen with	19.8	55.2†	60.2†
Not appealing to people my age	17.8	51.5†	57.4†
Unlikely to try (personally)	8.9	45.4†	66.5†
Unlikely to try (for never smokers)	14.8	63.3†	71.6†

*Percentages shown indicate participants choosing one of the three points nearest the undesirable anchor on a seven-point semantic scale.

†Significant difference in comparison with the standard cigarette (p<0.001).

‡Significant difference in comparison with the green cigarette (p<0.05).