Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/9029
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Young people's perceptions of cigarette packaging and plain packaging: An online survey
Authors: Moodie, Crawford
Ford, Allison
MacKintosh, Anne Marie
Hastings, Gerard
Contact Email: gerard.hastings@stir.ac.uk
Issue Date: Jan-2012
Publisher: Oxford University Press
Citation: Moodie C, Ford A, MacKintosh AM & Hastings G (2012) Young people's perceptions of cigarette packaging and plain packaging: An online survey, Nicotine and Tobacco Research, 14 (1), pp. 98-105.
Abstract: Introduction: In the United Kingdom, with most marketing channels prohibited, packaging is one of the few remaining ways that tobacco companies can promote their products. Methods: An online survey with young people aged 10–17 years (N = 658) was used to explore why youth choose cigarettes, perceptions of pack color, and perceptions of plain (nonbranded) cigarette packaging. Young people were also shown an image of 3 plain packs, which differed by shape and method of opening, and asked which they liked most and thought others their age would smoke. Results: Price and what significant others smoke were key factors for choosing cigarettes, with packaging also an important influence. More than a third of the sample associated lighter pack color with weak tasting and less harmful cigarettes. Plain packs were rated negatively as were perceptions of plain pack users. One in 3 showed a preference for either a narrow "perfume type" plain pack or a plain "slide" pack that opened from the side, and 1 in 3 also thought that young people would smoke these packs. Conclusions: Packaging appears to both attract young people and mislead them about product strength and relative harm. Innovative pack construction (novel pack shape and method of opening) and the use of color are instrumental in these effects. The findings therefore suggest that any move to plain packaging should not only consider the benefits of removing branding (including color) but also of standardizing pack construction in terms of shape and method of opening.
Type: Journal Article
URI: http://hdl.handle.net/1893/9029
DOI Link: http://dx.doi.org/10.1093/ntr/ntr136
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Institute for Social Marketing
Institute for Social Marketing
Institute for Social Marketing
Institute for Social Marketing

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