3 research outputs found
Changes to Cigarette Packaging Influence US Consumers’ Choices: Results of Two Discrete-Choice Experiments to Inform Regulation
Introduction
While plain packaging of tobacco products has emerged as a policy
intervention to reduce smoking, regulators in the US have limited ability to
implement plain packaging. We sought to identify the impact of subtle changes
to cigarette packaging (Study 1) and how packaging design influenced participant
choices based on appeal, harm, and style (Study 2).
Methods
We conducted two discrete-choice experiments with US adult smokers
online in 2018. In Study 1 (n=285), we assessed participants’ selections based on
subtle changes to pack design features (dimensions, color saturation, logo size).
In Study 2 (n=284), we assessed three choices in which participants selected
packs based on appeal, harmfulness, and best match to their personal style. Study
2 packs varied by color hue, design with different levels of organic labeling and
natural imagery, and color saturation.
Results
Pack designs influenced smokers’ choices. In Study 1, pack dimensions and
color saturation emerged as the most important features, and, in Study 2, design
and color hue were the most influential characteristics.
Conclusions
Regulators should consider how the design of cigarette packages may
influence consumers’ perceptions and choices