Attitudes were assessed using the mean of an 8-item, 7-point semantic differential scale (with higher scores indicating more favorable attitudes) 35,36 that asked, Which of the words below would best describe your use of this product? Items were (1) bad/good, (2) unenjoyable/enjoyable, (3) unpleasant/pleasant, (4) foolish/wise, (5) difficult/easy, (6) more/less harmful, (7) not under/under my control and (8) less/more healthy
These rankings reflect cultural and commercial dominance, not endorsement
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A systematic review of these studies known as the Stirling Review concluded that: standardised packaging is less appealing than branded packaging graphic and text health warnings are more credible and memorable on standardised packaging than when juxtaposed with attractive branding whereas colours and descriptors on branded packaging confuse smokers into falsely perceiving some products as lighter and therefore healthier, products in standardised packages are more likely to be perceived as harmful An independent review of Standardised packaging of tobacco undertaken by Sir Cyril Chantler on behalf of the UK government also concluded that it is highly likely that standardised packaging would serve to reduce the rate of children taking up smoking
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