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Appears in Collections:Faculty of Health Sciences and Sport eTheses
Title: Adolescents’ perceptions of standardised cigarette packaging and other cigarette packaging measures intended to be dissuasive: A mixed method study in Britain
Author(s): Mitchell, Danielle
Supervisor(s): Moodie, Crawford
Critchlow, Nathan
Keywords: Tobacco packaging
Tobacco policy
Public Health
Issue Date: 18-Dec-2020
Publisher: University of Stirling
Citation: Mitchell, D., Moodie, C., Ford., A., MacKintosh, A.M., Critchlow, N. and Bauld, L. (2021) Youth perceptions of brand variant names on standardised cigarette packs, and responses to replacing these with numbers: A focus group study in Britain, Drugs: Education, Prevention and Policy. doi: 10.1080/09687637.2021.1902479
Mitchell, D., Moodie, C., Critchlow, N. and Bauld, L. (2019) Adolescents’ perceptions of standardised cigarette packaging design and brand variant name post-implementation: a focus group study in Scotland. BMC Public Health, 19 (1), pp. 1-9. doi: 10.1186/s12889-019-7552-0.
Mitchell, D., Moodie, C., Critchlow, N. and Bauld, L. (2020) Adolescents’ reactions to, and perceptions of, dissuasive cigarettes: a focus group study in Scotland. Drugs: Education, Prevention and Policy, pp. 1-8. doi: 10.1080/09687637.2020.1732300.
Mitchell, D., Critchlow, N., Moodie, C. and Bauld, L. (2020) Reactions to standardized cigarette packs with varying structural designs, and the association with smoking susceptibility: A postimplementation cross-sectional survey with never-smoking adolescents in Scotland. Nicotine & Tobacco Research, 22 (11), pp. 2041-2050. doi: 10.1093/ntr/ntaa109.
Mitchell, D., Critchlow, N., Moodie, C. and Bauld, L. (2020) Reactions to, and trial intentions for, three dissuasive cigarette designs: A cross-sectional survey of adolescents in Scotland. Tobacco Control. doi: 10.1136/tobaccocontrol-2020-055842.
Abstract: Background: This thesis had two main aims. First, to understand how adolescents responded to standardised cigarette packaging. Second, to explore how adolescents perceived novel ways of using the packaging to attempt to deter smoking, specifically cigarette packs that played audio health messages when opened, cigarette packs where the brand variant name was replaced by a number (‘numbered packs’), and cigarette sticks which were an unappealing colour or displayed a warning (‘dissuasive cigarettes’). Methods: A mixed methods design was used, with three interlinked studies with adolescents. First, focus groups were employed with 16-17 year-olds (n=41) in Scotland to explore awareness of, and responses to, standardised packaging, and perceptions of cigarette packs that played audio health warning messages and dissuasive cigarettes. Second, a cross-sectional survey with 12-17 year-olds in Scotland (n=594) examined perceptions of, and responses to, standardised packaging and dissuasive cigarettes. Third, focus groups with 11-16 year-olds (n=89) across Britain assessed reactions to brand variant names and numbered packs. Findings: The findings suggest that standardised packaging is viewed unfavourably by adolescents, with the warnings on packs prominent and off-putting and the appeal of the pack, the user and smoking greatly diminished. Standardised packs with different structures from the traditional straight-edged flip top pack were viewed less negatively however. While some adolescents viewed the packs playing audio health messages as a deterrent, and thought that the numbered packs, which caused some confusion, would make it more difficult to form attachments with brands, dissuasive cigarettes appear to have the greatest potential to discourage young people from smoking. Conclusion: Standardised packaging appears to be protecting adolescents by making cigarette packaging and smoking less appealing, and the on-pack warnings more salient and effective. However, as adolescents are not necessarily exposed to packs at the point of consumption, dissuasive cigarettes may help to extend this protection.
Type: Thesis or Dissertation

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