Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging

This study tests a social identity based mechanism for the effectiveness of plain tobacco packaging legislation, introduced in Australia in December 2012, to reduce cigarette smoking. 178 Australian smokers rated their sense of identification with fellow smokers of their brand, positive brand stereotypes, quitting behaviours and intentions, and smoking intensity, both before and seven months after the policy change. Mediation analyses showed that smokers, especially those who initially identified strongly with their brand, experienced a significant decrease in their brand identity following the introduction of plain packaging and this was associated with lower smoking behaviours and increased intentions to quit. The findings provide the first quantitative evidence that brand identities may help maintain smoking behaviour, and suggest the role of social-psychological processes in the effectiveness of public health policy

Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging

This study tests a social identity based mechanism for the effectiveness of plain tobacco packaging legislation, introduced in Australia in December 2012, to reduce cigarette smoking. 178 Australian smokers rated their sense of identification with fellow smokers of their brand, positive brand stereotypes, quitting behaviours and intentions, and smoking intensity, both before and seven months after the policy change. Mediation analyses showed that smokers, especially those who initially identified strongly with their brand, experienced a significant decrease in their brand identity following the introduction of plain packaging and this was associated with lower smoking behaviours and increased intentions to quit. The findings provide the first quantitative evidence that brand identities may help maintain smoking behaviour, and suggest the role of social-psychological processes in the effectiveness of public health policy

Stereotype threat and hazard perception among provisional license drivers

Stereotype threat refers to the negative impact a stereotype about one’s group can have on one’s performance in domains relevant to the stereotype. In the current paper, we explore whether the negative stereotype of provisional license drivers (PLDs) might produce stereotype threat in a driving-related hazard perception task. We manipulate threat by asking participants to self-identify as PLDs in a categorization condition, or by reminding PLD participants explicitly of the stereotype of PLDs in an explicit stereotype condition. Results reveal increments in hazard perception in the categorization condition, and decrements in hazard perception in the explicit stereotype condition. Mediation analysis reveals that hazard perception performance is fully mediated by increased effort in the categorization condition and by decreased effort in the explicit stereotype condition. We discuss these findings in terms of their implications for stereotype threat and its mediators, and for public policy that explicitly discriminates between PLDs and other driver groups