Table 1.

Definitions of key variables

Variable	Definition
Non-flavored	No indication that pack is flavored and no distinguishable flavor/taste/aroma other than tobacco is displayed on cigarette pack or stick.
Menthol flavor	‘Menthol’ or ‘mint’ appears as a descriptor on the cigarette pack or cigarette stick; includes flavors such as ‘purple menthol’.
Non-menthol flavor	A characterizing flavor descriptor, other than ‘menthol’ or ‘mint’, displayed as a descriptor on the cigarette pack or stick. Included, but not limited to caramel/vanilla/chocolate, cinnamon/canella or other spice, clove/kretek, fruit or citrus, coffee, alcoholic beverage, energy drink or an indication that cigarette is flavored, but no distinguishable flavor/taste/aroma (other than tobacco) is displayed on cigarette pack or stick.
Flavor capsule pack	Pack that indicates in any way that the user is able to change the stick flavor (e.g. convertibles, click and roll, activate freshness).
Traditional pack	Rectangular pack with a width to height ratio of 2:3.
Slim pack	Pack with a side width of 1.3 cm or less.
Hard pack	Pack with defined shape often constructed out of paper cardboard, which will hold its shape when sticks are removed, regardless of original shape.
Soft pack	Pack with malleable shape made of paper or cardboard with exposed foil or paper.
Principal colora	The dominant color on which other items are printed and/or a prominent color at first sight of the pack; up to two principal colors were identified per pack.
Feminine appeal	Includes descriptors such as flower terminology (roses, daisies etc.), fashion terms, synonyms for ‘slim’ (slender, skinny etc.), terms for women such as ‘lady’ or ‘girl’, ‘pink’ and/or images of items such as flowers/butterflies, fashion-related items, pink color, and a non-sexualized female form.
Less harm descriptors	Includes the descriptors, ‘light(s)’, ‘mild’, ‘low’, ‘safe(r)’, ‘smooth’, ‘soft’, ‘mellow’ and/or any qualitative description of the levels of nicotine, tar, or carbon monoxide, numbers potentially indicating strength, and any mention or long life or good health.
Technological appeal	Includes descriptors, ‘technology’, ‘less odor’, ‘odor reducing’, ‘less smoke smell’, ‘RELOC’, ‘resealable’, ‘adhesive’, ‘Pro Fresh’ and descriptors referring to a secondary technology (nano, high-definition, HD, system), terms referring to turning something off or on (switch, activate, click, press to refresh), terms indicating innovation (new, new generation, innovative, modern, advanced, progressive) and/or imagery such as power buttons, play buttons, skip track buttons, a ball illustration representing change in flavor (excluding buttons), and a stick filter.

^aa The coders were given the following instructions: ‘First, select the background color of the primary package, i.e. the dominant color upon which other items are printed. Next, select a second color. Excluding the background color and the color of the brand name text, what is the one other main prominent color (if any)? If there is no other main color, select “no other main color”. The second color should be the other prominent and obvious color at first sight of the pack’. For the colors reported, per cent agreement between two coders ranged from 90.6–100%.