Display Settings:

Format

Send to:

Choose Destination
J Adolesc Health. 2010 Apr;46(4):385-92. doi: 10.1016/j.jadohealth.2009.08.009. Epub 2009 Oct 14.

Adolescents' perceptions of cigarette brand image: does plain packaging make a difference?

Author information

  • 1Centre for Behavioural Research in Cancer, The Cancer Council Victoria, Victoria, Australia 3053.

Abstract

PURPOSE:

To examine the effect of plain packaging on adolescents' perceptions of cigarette packs, attributes of smokers, and expectations of cigarette taste, and to identify the effect of increasing the size of pictorial health warnings on appraisal of plain packs.

METHODS:

We used a 5 (degree of plain packaging and graphic health warning)x 3 (brand type) between-subjects experimental design, using a Web-based methodology to expose adolescents to one randomly selected cigarette pack, during which respondents completed ratings.

RESULTS:

When brand elements such as color, branded fonts, and imagery were progressively removed from cigarette packs, adolescents perceived packs to be less appealing, rated attributes of a typical smoker of the pack less positively, and had more negative expectations of cigarette taste. Pack appeal was reduced even further when the size of the pictorial health warning on the most plain pack was increased from 30% to 80% of the pack face, with this effect apparent among susceptible nonsmokers, experimenters, and established smokers.

CONCLUSIONS:

Removing as much brand information from cigarette packs as possible is likely to reduce positive cigarette brand image associations among adolescents. By additionally increasing the size of pictorial health warnings, positive pack perceptions of those who are at greater risk of becoming regular addicted adult smokers are most likely to be reduced.

Copyright 2010 Society for Adolescent Medicine. Published by Elsevier Inc. All rights reserved.

PMID:
20307829
[PubMed - indexed for MEDLINE]
PubMed Commons home

PubMed Commons

0 comments
How to join PubMed Commons

    Supplemental Content

    Full text links

    Icon for Elsevier Science
    Loading ...
    Write to the Help Desk