Objective To examine the extent (if any) that cigarette stick dimension, tipping paper design and other decorative design/branding have on Australian smokers' perceptions of those cigarettes.
Methods An internet survey of 160 young Australian adult ever-smokers who were shown computer images of three sets of cigarette sticks—five sticks of different lengths and diameters (set A), five sticks with different tipping paper design (set B) and four sticks of different decorative design (set C). Branding was a between-subjects randomised condition for set C. For each set, respondents ranked sticks on most and least attractive, highest and lowest quality and strongest and weakest taste.
Results Cigarette sticks were perceived as different on attractiveness, quality and strength of taste. Standard stick length/diameter was perceived as the most attractive and highest quality stick, with men more inclined to rate a slim stick as less attractive. A stick with a cork-patterned tipping paper and a gold band was seen as most attractive, of highest quality and strongest in taste compared to other tipping designs. Branded sticks were seen as more attractive, higher in quality and stronger tasting than non-branded designs, regardless of brand, although the effects were stronger for a prestige compared with a budget brand.
Conclusions Characteristics of the cigarette stick affect smokers' perceptions of the attributes of those cigarettes and thus are a potential means by which product differentiation can occur. A comprehensive policy to eliminate promotional aspects of cigarette design and packaging needs to include rules about stick design.
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Funding Funded by Quit Victoria and the VicHealth Centre for Tobacco Control, Cancer Council Victoria.
Competing interests RB is a member of a Technical Advisory Committee advising the Australian Department of Health and Ageing on various aspects of the implementation of the plain packaging legislation. He did not use any information he may have gained on that committee in making decisions on the form of the study, and this study was designed and implemented completely independent of that committee.
Patient consent On-line survey.
Ethics approval Ethics approval provided by Institutional Research Review Committee. The Cancer Council Victoria Ethics Committee.
Provenance and peer review Not commissioned; externally peer reviewed.
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