Original articleThe Effect of Cigarette Branding and Plain Packaging on Female Youth in the United Kingdom
Section snippets
Participants and recruitment
Participants consisted of 947 young women between the ages of 16 and 19 years, including both smokers and nonsmokers. Participants were recruited from a consumer panel with a reach of more than 300,000 individuals through Global Market Insite, Inc. (Bellevue, WA; http://www.gmi-mr.com/global-panel/). E-mail invitations were sent to parents or guardians, who then gave consent for their child to complete the survey. Invitations did not indicate the nature or purpose of the study. Participants
Sample characteristics
Table 1 shows sample characteristics. Smoking status varied by experimental condition (χ2 = 10.3, p = .016): participants in the no descriptor condition were less likely to report current smoking compared with participants in the standard pack condition (β = −.50, p = .016), the plain condition (β = −.54, p = .006), and the male condition (β = −.59, p = .007). No other significant differences in smoking behavior or sociodemographic variables were observed across conditions.
Appeal ratings
Table 2 shows brand
Discussion
The current study suggests that marketing in the form of pack branding remains a potent tool for increasing the appeal of tobacco products to young women and may serve as inducement to smoke for many. The findings indicate that branded female-oriented cigarette packs were perceived by female youth as significantly more appealing, better tasting, and associated with lower levels of health risk than plain packaging or male-oriented packaging. Branded female packs were also associated with more
Acknowledgments
Funding support was provided by Action on Smoking and Health (the United Kingdom), the Propel Centre for Population Health Impact, a Canadian Institutes of Health Research New Investigator Award, a Canadian Cancer Society Research Institute Junior Investigator Award, and a Project Grant from the U.S. National Cancer Institute (P01 CA138-389-01).
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2019, Drug and Alcohol DependenceA cigarette pack by any other color: Youth perceptions mostly align with tobacco industry-ascribed meanings
2019, Preventive Medicine ReportsCitation Excerpt :This rebuff holds true among youth, who have been shown to perceive plain-packaged cigarettes as unappealing, harmful, indiscrete, and not intended for people their age (Ford et al., 2013; Germain et al., 2010; Hammond, 2010; Hammond et al., 2013; Hoek et al., 2013; Lunde, 2013; Moodie and Ford, 2011; Moodie et al., 2011; Moodie et al., 2012; Pechey et al., 2013; Van Hal et al., 2012).
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2016, Social Science and MedicineCitation Excerpt :Moreover, recent analysis has demonstrated that the industry-sponsored research to demonstrate the ineffectiveness of plain packaging legislation is methodologically weak (Hatchard et al., 2014; Laverty et al., 2015; Ulucanlar et al., 2014), while suggesting that the legislation in Australia (the first country to implement this measure) is indeed having the intended effect (Scollo et al., 2015; Wakefield et al., 2013). Experimental studies have also supported the effectiveness of plain packaging legislation (Hammond, 2010; Hammond et al., 2013; Thrasher et al., 2011). Another analysis has demonstrated that the evidence used by tobacco interests to oppose plain packaging legislation was weak and exaggerated (Evans-Reeves et al., 2014).
Influence of point-of-sale tobacco displays and plain black and white cigarette packaging and advertisements on adults: Evidence from a virtual store experimental study
2016, Addictive BehaviorsCitation Excerpt :A sample of French smokers and nonsmokers rated plain packs as less attractive, less attention grabbing, less likely to promote initiation, and more likely to promote cessation (especially among smokers intending to quit) compared with regular packs (Gallopel-Morvan et al., 2012). Similarly, a sample of female young adults in the United Kingdom rated plain packages as less appealing than regular cigarette packaging (Hammond et al., 2013). Stead et al. (2013) reviewed the literature on plain packaging and concluded that plain packaging would reduce the appeal of packaging and smoking in general.
All individuals who contributed to this work are listed as authors.
An oral presentation of this work was presented at the Society for Research on Nicotine and Tobacco Annual Conference; 2011; Toronto, ON, Canada.