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

Delnevo, Cristine D.; Jeong, Michelle; Ganz, Ollie; Giovenco, Daniel P.; Lo, Erin Miller

doi:10.3390/ijerph18084330

Cited by 10 publications

(5 citation statements)

References 35 publications

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“…Our finding that most ad occurrences featured the brand’s cigar pack is noteworthy given the importance of brand recognition for purchasing at the point-of-sale, and the emerging literature on the impact of cigar packaging on consumer perceptions and intentions [ 42 , 43 , 44 , 45 , 46 ]. For example, one experimental study of cigarillo smokers found that elements of Black & Mild packaging, including the logo and brand name, presence of a price promotion, and pack color, influenced positive perceptions of the brand, such as smelling nice, containing high quality tobacco, reduced harshness, as well as intentions to purchase the product [ 42 ]. Therefore, the nearly ubiquitous presence of Black & Mild packaging in their magazine ads may reinforce and augment positive associations with the brand, above and beyond the content and language in the ad itself.…”

Section: Discussionmentioning

confidence: 78%

The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach

Ganz

Wackowski

Gratale

et al. 2022

IJERPH

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Cigar consumption has increased in the U.S. over the past decade, yet gaps remain in research on cigar promotion in print magazines. This study examines ad placement, volume, ad characteristics, and associated expenditures for cigars from 2018–2021, and readership data for magazines containing cigar ads. We merged content analysis data with Kantar Media data on magazine placement and expenditures and used magazine readership data from MRI-Simmons. The only brand in print magazines was Black & Mild (B & M), a top cigar brand in the U.S. There were 30 unique B & M magazine ads and 284 occurrences (i.e., appearances in magazines), translating to $46,504,578 in expenditures. All ads featured the word “enjoy/enjoyment” and a warning label. Filtered cigars were the most featured cigar type (75%) and sweets was the most featured flavor (78%). Nearly half of the publications in which B & M were advertised in have substantial Black/African American readership and were featured in publications with disproportionate young adult and Hispanic/Latino readership. This study identified tactics used in print advertising for a top cigar brand. Future research should examine how these tactics impact consumer perceptions. Findings of cigar ads reaching vulnerable populations may inform the FDA’s efforts to reduce health disparities through regulations and public education.

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Section: Discussionmentioning

confidence: 78%

The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach

Ganz

Wackowski

Gratale

et al. 2022

IJERPH

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“…Interestingly, findings not only revealed no differences in the importance of the graphic design of the cigarillo pack but also low ratings overall and across all sub-populations. Given that prior experimental studies show evidence for the impact of cigarillo package color and design on young adults' perceptions [14][15][16], we speculate that this discrepancy between prior experimental findings and self-reported survey data from this study may be due to people's unwillingness to admit their susceptibility to marketing (and their belief that while everyone else may be influenced, they are not-a phenomenon known as the third-person effect) [28]. Thus, participants may be rating package design as low in importance, while compensating for…”

Section: Discussionmentioning

confidence: 99%

“…These data were derived from an experiment designed to assess product preferences, perceptions and behaviors among young adults and were collected using Amazon Mechanical Turk (MTurk) in 2016 [15]. Eligibility criteria included a) being 18-34 years old and b) having used a cigar (i.e., any type of cigar or cigarillo or smoked a blunt) in the past 12 months.…”

Section: Participants and Proceduresmentioning

confidence: 99%

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The importance of cigarillo product characteristics among young adult cigarillo users: Differences by demographics, cigarillo use and other tobacco/substance use behaviors

et al. 2022

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Introduction Cigar products, including cigarillos, have increased in popularity in the U.S. and are disproportionately used by young adults. Cigarillo product characteristics can influence consumer perceptions and the appeal of these characteristics can vary by subgroup. The goal of this study was to examine a) product characteristics important to young adult cigarillo users and b) differences based on demographics and cigarillo and other tobacco/substance use behaviors. Methods In 2016, a convenience sample of 628 past-year cigarillo users rated the importance of the following cigarillo product characteristics when choosing a cigarillo to smoke tobacco: brand, tobacco filler quality, tobacco wrap quality, flavors, price, package graphic design, and number of cigars in the pack. Differences in mean importance by demographic, cigarillo use and other tobacco/substance use characteristics were analyzed using t-tests and ANOVA tests. Results The most important cigarillo product characteristics were price, quality of tobacco wrap, and flavors. The least important was graphic design of packaging. There were differences in importance by demographics and/or cigar and other tobacco/substance use behaviors for all product characteristics. In particular, pack size was rated as more important among current cigarillo users, users of foil pouches (2–3 cigarillos) or cardboard/paper boxes or other packaging styles, and current users of cigarettes, blunts and marijuana. Price was rated as more important among Hispanic/Latino and lower income smokers, and current cigarette and blunt smokers. Conclusions Findings suggest cigarillo users prioritize different product characteristics depending on their demographics or smoking behavior. Further research is needed to examine whether various cigar-related policies, such as those that ban flavors or set minimum pack sizes, could impact sub-populations of cigarillo users differently.

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“…Since cigarillo use is less frequent than cigarette smoking,9 we assessed cigarillo use with two items 37 38. The first item focused on past year use and asked, ‘How many times in the past 12 months have you smoked a cigarillo?’, with answer options for 1 time, 2–5 times, 6–10 times, 11–20 times, 21–30 times, 31–50 times and more than 50 times.…”

Section: Methodsmentioning

confidence: 99%

Tobacco minimum packaging policy to reduce cigarillo use among young people: results of an experimental study

et al. 2022

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ObjectiveThe Food and Drug Administration has the authority to set a minimum for cigar pack size, a product feature linked to price. This study examined the effects of cigarillo package size and price on young adults’ smoking and purchase intentions.DesignYoung adults (n=1032) 18–30 years old who smoked cigarillos in the past 12 months completed an online 3×2 within-subjects experiment testing the effects of cigarillo pack size (1, 2, 5) and price (actual price, standardised price per stick) on intentions to purchase and smoke cigarillos. We modelled the main effects and interactions of pack size and price on intentions to buy and smoke cigarillos overall and by cigarillo use frequency.ResultsIntentions to buy and smoke were strongest for lower priced singles and two packs compared with higher priced five packs. Under standardised price conditions, participants preferred larger packs, but under actual pricing conditions smaller packs, especially two packs, were preferred. Participants who smoked cigarillos less than monthly were more likely to buy and smoke the least expensive products (buy: singles actual price adjusted OR (aOR)=4.51, 95% CI 3.76 to 5.42; two packs actual price aOR=9.76, 95% CI 8.11 to 11.75; five packs standardised price aOR=3.17, 95% CI 2.89 to 3.48) with the strongest preference for two packs and singles.ConclusionsYoung adult cigarillo smokers prefer smaller packs in conditions where pricing incentivises smaller packs. Minimum pack size policies may reduce the appeal of cigarillos among young adults, especially less frequent cigarillo smokers. Pack size policy should take into consideration price, and ideally these two factors should be addressed together.

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

Cited by 10 publications

References 35 publications

The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach

The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach

The importance of cigarillo product characteristics among young adult cigarillo users: Differences by demographics, cigarillo use and other tobacco/substance use behaviors

Tobacco minimum packaging policy to reduce cigarillo use among young people: results of an experimental study

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