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b star signifies significant difference between plain descriptor & plain versions.
a star signifies significant difference between branded & plain descriptor versions.
Girls exposed to branded packs significantly more often than girls exposed to plain or plain descriptor packs responded that the typical pack user was a girl (p < 0.001 and p < 0.01), glamorous (p < 0.001 and p < 0.01), stylish (both p < 0.001), and sophisticated (p < 0.001 and p < 0.01) (Table 1).
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There were no significant differences between the boys' rating of users in the plain with descriptor vs. the branded version, or between the two plain versions.
The pack comparison task was identical for males and females, and there were only two experimental groups: branded and plain with descriptor.
Furthermore, compared to girls who were shown the plain with descriptor version, those who were shown branded packs gave a significantly higher score on the user-index popular (p < 0.05).
The data collection had an experimental, between-subjects design; participants were randomly assigned to one of three pack conditions: branded, plain with descriptors or plain without descriptors, as illustrated in figure 1.
This was achieved by combining the participants in conditions 3 (plain without descriptors) and 2 (plain with descriptors) into one group for this section of the questionnaire.
In the plain without descriptors condition 3, participants were shown packages similar to condition 2, in which descriptors had also been removed.
The difference between branded and plain, no descriptors was also significant for taste.
While the participants in the branded condition 1 were shown images of standard, fully branded cigarette packages, those assigned to the plain with descriptors condition 2 viewed images of the same packs digitally altered to remove brand imagery and colours, while descriptors (ie, 'rough taste' or 'white') remained on a plain, grey package.
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CEO of Professional Science Editing for Scientists @ prosciediting.com