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Addiction. 2011 Aug;106(8):1505-10. doi: 10.1111/j.1360-0443.2011.03430.x. Epub 2011 Apr 11.

Plain packaging increases visual attention to health warnings on cigarette packs in non-smokers and weekly smokers but not daily smokers.

Author information

1
School of Experimental Psychology and UK Centre for Tobacco Control Studies, University of Bristol, Bristol, UK. marcus.munafo@bristol.ac.uk

Abstract

AIMS:

To assess the impact of plain packaging on visual attention towards health warning information on cigarette packs.

DESIGN:

Mixed-model experimental design, comprising smoking status as a between-subjects factor, and package type (branded versus plain) as a within-subjects factor.

SETTING:

University laboratory.

PARTICIPANTS:

Convenience sample of young adults, comprising non-smokers (n = 15), weekly smokers (n = 14) and daily smokers (n = 14).

MEASUREMENTS:

Number of saccades (eye movements) towards health warnings on cigarette packs, to directly index visual attention.

FINDINGS:

Analysis of variance indicated more eye movements (i.e. greater visual attention) towards health warnings compared to brand information on plain packs versus branded packs. This effect was observed among non-smokers and weekly smokers, but not daily smokers.

CONCLUSION:

Among non-smokers and non-daily cigarette smokers, plain packaging appears to increase visual attention towards health warning information and away from brand information.

[Indexed for MEDLINE]

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