“Their Packaging Has Always Been Like a Power”: A Qualitative Study of U.S. Smokers’ Perceptions of Cigarette Pack Visual Design Features to Inform Product Regulation

Lee, Joseph G. L.; Averett, Paige; Blanchflower, Tiffany Machado; Landi, Nunzio; Gregory, Kyle R.

doi:10.3390/ijerph14101234

Cited by 9 publications

(10 citation statements)

References 31 publications

(52 reference statements)

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“…To our knowledge, this study provides the first experimental evidence demonstrating that cigarillo packaging influences perceptions of cigarillos among young adult LCC users and non-users, supporting previous research on the influence of cigarette packaging in shaping consumer beliefs and consumption behavior [ 6 – 9 , 11 – 13 , 51 ]. Cigarillo pack flavor descriptors and colors significantly influenced product perceptions, and flavor descriptors, in particular, had a greater impact on how never users perceived product flavor and taste compared to current and ever users.…”

Section: Discussionsupporting

confidence: 84%

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

et al. 2018

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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.

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Section: Discussionsupporting

confidence: 84%

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

et al. 2018

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“…This paper is a secondary analysis of qualitative data collected for a research project, funded by the National Cancer Institute and the FDA, entitled ‘Cigarette packaging: design, cognition, and consumer choices’ (R03CA212542) 28 . Following best practices in tobacco regulatory science 29 , our research included a lawyer trained in tobacco regulatory science (KRG) in the entire research process.…”

Section: Methodsmentioning

confidence: 99%

“…We developed a semi-structured focus-group guide designed to elicit thoughts about the meaning and design of cigarette packs, with questions designed to assess the cognitive, affective, and behavioral domains of the Context of Consumption Framework. This guide is available online 28 . We did not include visual stimuli in this study; instead, we asked participants to talk about the design of cigarette packs they had encountered.…”

Section: Methodsmentioning

confidence: 99%

Qualitative assessment of a Context of Consumption Framework to inform regulation of cigarette pack design in the U.S.

Lee¹,

Averett²,

Blanchflower³

et al. 2018

Tob. Induc. Dis.

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INTRODUCTION Researchers and regulators need to know how changes to cigarette packages can influence population health. We sought to advance research on the role of cigarette packaging by assessing a theory-informed framework from the fields of design and consumer research. The selected Context of Consumption Framework posits cognitive, affective, and behavioral responses to visual design. To assess the Framework’s potential for guiding research on the visual design of cigarette packaging in the U.S., this study seeks to understand to what extent the Context of Consumption Framework converges with how adult smokers think and talk about cigarette pack designs. METHODS Data for this qualitative study came from six telephone-based focus groups conducted in March 2017. Two groups consisted of lesbian, gay, and bisexual participants; two groups of participants with less than four years college education; one group of LGB and straight identity; and one group the general population. All groups were selected for regional, gender, and racial/ethnic diversity. Participants (n=33) represented all nine U.S. Census divisions. We conducted a deductive qualitative analysis. RESULTS Cigarette package designs captured the participants’ attention, suggested the characteristics of the product, and reflected (or could be leveraged to convey) multiple dimensions of consumer identity. Particular to the affective responses to design, our participants shared that cigarette packaging conveyed how the pack could be used to particular ends, created an emotional response to the designs, complied with normative expectations of a cigarette, elicited interest when designs change, and prompted fascination when unique design characteristics are used. CONCLUSIONS Use of the Context of Consumption Framework for cigarette product packaging design can inform regulatory research on tobacco product packaging. Researchers and regulators should consider multiple cognitive, affective, and behavioral responses to cigarette pack design.

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“…It included both cognitive and affective responses to the visual design of cigarette packs. The guide was based on a theory-informed framework of the influence of visual product design on consumer behaviors [19] and is available online [20]. There were no visual stimuli in this study.…”

Section: Methodsmentioning

confidence: 99%

Is the cigarette pack just a wrapper or a characteristic of the product itself? A qualitative study of adult smokers to inform U.S. regulations

Lee

Averett

Blanchflower

et al. 2018

Journal of Cancer Policy

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Purpose In the U.S., tobacco products are now regulated by the Food and Drug Administration (FDA). Litigation has quickly followed. One area of controversy is when a change to the design of the cigarette pack requires approval through FDA’s rigorous premarket review process. In this paper, we examine how adult U.S. smokers view the connection between the design of cigarette packs and the characteristics of the cigarettes within. Methods Data for this qualitative study came from six focus groups conducted in March 2017 with adult smokers. Two groups consisted of lesbian, gay, and bisexual (LGB) participants; two groups of participants with less than four years of college education; one group of LGB and straight identity; and, one group of the general population. All groups were selected for regional, gender, and racial/ethnic diversity. Participants (n = 33) represented all nine U.S. Census divisions. We conducted constant comparison qualitative analysis utilizing a grounded theory approach. Results Participants’ views reflected a belief that pack design is clearly a reflection of the cigarettes within and that a change in the pack signaled a change in the cigarettes. However, some participants felt price was the salient characteristic of cigarettes and design mattered more for enticing young people to smoke. Conclusions Changes in pack design signal changes to the product for smokers. Pack design and changes to pack design are seen as particularly relevant to new and young smokers. These findings provide support for regulations that require assessment of cigarette pack design changes for impacts on public health.

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“Their Packaging Has Always Been Like a Power”: A Qualitative Study of U.S. Smokers’ Perceptions of Cigarette Pack Visual Design Features to Inform Product Regulation

Cited by 9 publications

References 31 publications

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

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

Qualitative assessment of a Context of Consumption Framework to inform regulation of cigarette pack design in the U.S.

Is the cigarette pack just a wrapper or a characteristic of the product itself? A qualitative study of adult smokers to inform U.S. regulations

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