Background
Cigarettes are marketed
in a wide array of packaging and product configurations, and these may impact
consumers’ perceptions of product health effects and attractiveness. Filtered
cigarettes are typically perceived as less hazardous and white tipping paper
(as opposed to cork) often conveys ‘lightness’.
Methods
This study examined
cigarette-related perceptions among 1220 young adult (age 18-35) current, ever,
and never smokers recruited from three eastern U.S. cities (Buffalo NY,
Columbia SC, Morgantown WV). Participants rated three cigarette sticks: two
filtered cigarettes 85 mm in length, differing only in tipping paper color
(cork versus white), and an unfiltered 70 mm cigarette.
Results
Overall, the cork-tipped
cigarette was most commonly selected on taste and attractiveness, the
white-tipped on least dangerous, and the unfiltered on most dangerous. Current
smokers were more likely to select white-tipped (OR = 1.98) and cork-tipped
(OR = 3.42) cigarettes, while ever smokers more commonly selected the
cork-tipped (OR = 1.96), as most willing to try over the other products. Those
willing to try the filtered white-tipped cigarette were more likely to have
rated that cigarette as best tasting (OR = 11.10), attracting attention
(OR = 17.91), and lowest health risk (OR = 1.94). Similarly, those willing to
try cork tipped or unfiltered cigarettes rated those as best testing,
attracting attention, and lowest health risk, respectively.
Conclusions
Findings from this study
demonstrate that consumer product perceptions can be influenced by elements of
cigarette design, such as the presence and color of the filter tip.
Below: Cigarettes used in demonstration. Left to right; unfiltered, cork-tip, white-tip
Full article at: http://goo.gl/b6m3y1
By: Richard J. O’Connor, Maansi Bansal-Travers, K. Michael Cummings, David Hammond, James F. Thrasher, and Cindy Tworek
Department of
Health Behavior, Roswell Park Cancer Institute, Buffalo, NY 14263 USA
Department of
Psychiatry and Behavioral Sciences, Medical University of South Carolina,
Charleston, SC USA
School of Public
Health and Health Systems, University of Waterloo, Waterloo, ON Canada
Department of
Health Promotion, Education & Behavior, Arnold School of Public Health,
University of South Carolina, Columbia, SC USA
Department of
Pharmaceutical Systems and Policy, West Virginia University, Morgantown, WV USA
Richard J. O’Connor, Phone: 1-716-845-4517, Email: gro.krapllewsor@ronnoco.drahcir.
More at: https://twitter.com/hiv_insight
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