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Re: Do you agree with plain cigarette packaging?
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Originally Posted by pip08456
Would you like to requote the year of the said case study? As sales of tobacco products have changed drastically since then it would appear to me totally irrelevant unless I am missing something.
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How about a study from 3 years ago?
http://bmjopen.bmj.com/content/3/12/e003732.full
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Objectives This study examined the perceptions of cigarette packaging and the potential impact of plain packaging regulations. The hypothesis was that the branded cigarette packages would be rated more positively than the corresponding plain packs with and without descriptors....
...Results Plain with and without descriptors packs were rated less positively than the branded packs on appeal (index score 1.63/1.61 vs 2.42, p<0.001), taste (index score 1.21/1.12 vs 1.70, p<0.001) and as less harmful (index score 1.0.34/0.36 vs 0.82, p<0.001) among females. Among males, the difference between the plain with and without descriptors versus branded condition was significant for appeal (index score 2.08/1.92 vs 2.58, p<0.005) and between the plain without descriptors versus branded condition for taste (index score 1.18 vs 1.70, p<0.00). The pack comparison task showed that the packs with descriptors suggesting a lower content of harmful substances, together with lighter colours, were more positively rated in the branded compared with the plain condition on dimensions less harmful (β −0.77, 95% CI −0.97 to −0.56), would rather try (β −0.32, 95% CI −0.50 to −0.14) and easier to quit (β −0.58, 95% CI −0.76 to −0.39).
Conclusions The results indicate that a shift from branded to plain cigarette packaging could lead to a reduction in positive perceptions of cigarettes among young people.
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In conclusion, the results of this study point to how packages communicate messages that allow consumers to identify with and differentiate between cigarette brands, and thus are essential in the processes branding works through.26 The results indicate further that a shift from branded to plain cigarette packaging could lead to a reduction in positive perceptions of cigarettes among adolescents, also in a context where marketing of tobacco as well as extensive use of innovative pack design to attract the consumers is already highly regulated.
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If packaging and marketing don't make any difference, why do tobacco companies spend $9.5 bllion per year (just in USA) on them?
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