Please use this identifier to cite or link to this item:
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: The response of young adult smokers and non-smokers in the United Kingdom to dissuasive cigarettes: An online survey (Forthcoming/Available Online)
Author(s): Moodie, Crawford
Gendall, Philip
Hoek, Janet
MacKintosh, Anne Marie
Best, Catherine
Murray, Susan
Contact Email:
Issue Date: 29-Nov-2017
Citation: Moodie C, Gendall P, Hoek J, MacKintosh AM, Best C & Murray S (2017) The response of young adult smokers and non-smokers in the United Kingdom to dissuasive cigarettes: An online survey (Forthcoming/Available Online), Nicotine and Tobacco Research.
Abstract: Introduction  The cigarette stick is an important communications tool as well as the object of consumption. We explored young adults’ responses to cigarettes designed to be dissuasive.  Methods  Data come from a cross-sectional online survey, conducted in September 2015, with 16-24 year old smokers and non-smokers (N=997) in the United Kingdom. Participants were shown images of a standard cigarette (white cigarette paper with imitation cork filter), a standard cigarette displaying the warning ‘Smoking kills’ on the cigarette paper, and an unattractively coloured cigarette (green cigarette paper and filter). They were asked to rate each of the three cigarettes, shown individually, on eight perception items, and to rate the three cigarettes, shown together, on how likely they would be to try them. Ordering of the cigarettes and questions, with the exception of the question on trial, was randomised.  Results  The eight perceptions items were combined to form a composite measure of cigarette perceptions. For smokers and non-smokers, the two dissuasive cigarettes (cigarette with warning, green cigarette) were rated significantly less favourably than the standard cigarette, and less likely to encourage trial. For cigarette perceptions no significant interaction was detected between cigarette style and smoking status or susceptibility to smoke among never smokers. A significant interaction was found for likelihood of trying the cigarettes, with dissuasive cigarettes having a greater impact with smokers than non-smokers.  Conclusions  This study suggests that dissuasive cigarettes may help to reduce the desirability of cigarettes.  Implications The cigarette stick is the object of tobacco consumption, which is seen every time a cigarette is smoked. It is also an increasingly important promotional tool for tobacco companies. In this study, young adults rated two dissuasive cigarettes (a green coloured cigarette and a cigarette displaying a health warning) more negatively than a standard cigarette, and considered them less likely to encourage product trial. Our findings suggest that it may be possible to reduce the desirability of cigarette sticks by altering their design, e.g. with the addition of a warning or use of an unattractive colour.
DOI Link:
Rights: This item has been embargoed for a period. During the embargo 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.

Files in This Item:
File Description SizeFormat 
Cig design.pdf721.44 kBAdobe PDFUnder Embargo until 2018-11-30    Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.