The effect of cigarillo packaging elements on young adult perceptions of product flavor, taste, smell, and appeal

Abstract

IntroductionProduct packaging has long been used by the tobacco industry to target consumers and manipulate product perceptions. This study examines the extent to which cigarillo packaging influences perceptions of product flavor, taste, smell, and appeal.MethodsA web-based experiment was conducted among young adults. Participants viewed three randomly selected cigarillo packs, varying on pack flavor descriptor, color, type, branding, and warning—totaling 180 pack images. Mixed-effects models were used to estimate the effect of pack elements on product perceptions.ResultsA total of 2,664 current, ever, and never little cigar and cigarillo users participated. Cigarillo packs with a flavor descriptor were perceived as having a more favorable taste (β = 0.21, p < .001) and smell (β = 0.14, p < .001) compared to packs with no flavor descriptor. Compared to packs with no color, pink and purple packs were more likely to be perceived as containing a flavor (β = 0.11, p < .001), and were rated more favorably on taste (β = 0.17, p < .001), smell (β = 0.15, p < .001), and appeal (β = 0.16, p < .001). While warnings on packs decreased favorable perceptions of product taste (pictorial: β = -0.07, p = .03) and smell (text-only: β = -0.08, p = .01; pictorial: β = -0.09, p = .007), warnings did not moderate the effects of flavor descriptor or color.ConclusionsTo our knowledge, this study provides the first quantitative evidence that cigarillo packaging alters consumers’ cognitive responses, and warnings on packs do not suffice to overcome the effects of product packaging. The findings support efforts at federal, state, and local levels to prohibit flavor descriptors and their associated product flavoring in non-cigarette products such as cigarillos, along with new data that supports restrictions on flavor cues and colors.

Impact and mechanisms of cigarillo flavor descriptors on susceptibility to use among young adult nonusers of tobacco

“…In line with our hypotheses, perceptions of taste, smell, and enjoyment all increased due to characterizing flavors; these results replicate previous findings demonstrating that characterizing flavor descriptors increase appeal ratings (Meernik et al., 2018). We also found support for the prediction that characterizing flavors increase social acceptability as was observed in focus group research (Camenga et al., 2018; Wagoner et al., 2016).…”

“…All participants were informed that they would see a series of images of cigarillo flavors and that they must view the images and read the accompanying text, as they would be asked questions about the images later (see Figure 2 for sample images). In order to prevent preexisting biases toward the cigarillo products, we used a fictitious brand, called “Brentfield,” which has been used in previous research (Byron et al., 2018; Lazard et al., 2019; Meernik et al., 2018). Images of all stimuli used in this study can be viewed in the Online Supplementary Materials file.…”

“…While perceptions of harm and social acceptability are relatively straightforward to measure through selfreport, there are many ways to measure a product's appeal. Based on prior research, we focused on three key dimensions of product appeal, namely, taste, smell, and enjoyment (Meernik et al, 2018).…”

“…While perceptions of harm and social acceptability are relatively straightforward to measure through self‐report, there are many ways to measure a product’s appeal. Based on prior research, we focused on three key dimensions of product appeal, namely, taste, smell, and enjoyment (Meernik et al., 2018). Qualitative data indicate that both the taste and smell of flavored tobacco products are important to smokers, and elicit positive emotional responses (Sterling, Fryer, Nix, & Fagan, 2015).…”

The Effect of Cigarillo Packaging Characteristics on Young Adult Perceptions and Intentions: An Experimental Study

“…Similar to research on cigarettes, findings from studies on perceptions of cigar packaging have identified that packaging descriptors and claims (e.g., “natural”) [ 31 , 32 ], branding [ 32 ], price promotions [ 32 , 33 ], and colors [ 31 , 32 , 34 ] are appealing to consumers. Moreover, many appealing cigar packaging characteristics are unique to cigars and not apparent in cigarettes.…”