A cross-sectional analysis of how young adults perceive tobacco brands: implications for FCTC signatories

Abstract

BackgroundThe Framework Convention on Tobacco Control calls for the elimination of tobacco advertising, promotion and sponsorship. To test whether tobacco packaging functions as advertising by communicating attractive and distinctive brand attributes, we explored how young adult smokers and non-smokers interpreted familiar and unfamiliar tobacco brands.MethodsWe conducted an on-line survey of 1035 young adult smokers and non-smokers aged 18–30. Participants evaluated eight tobacco brands using ten attributes based on brand personality scales. We used factor analysis and ANOVA to examine patterns in brand-attribute associations.ResultsYoung adults distinguished between brands on the basis of their packaging alone, associated each brand with specific attributes, and were equally able to interpret familiar and unfamiliar brands. Contrary to our expectations, non-smokers made more favourable brand-attribute associations than smokers, but both groups described Basic, a near generic brand, as ‘plain’ or ‘budget’. There were no significant gender or ethnicity differences.ConclusionsTobacco packaging uses logos, colours and imagery to create desirable connotations that promote and reinforce smoking. By functioning in the same way as advertising, on-pack branding breaches Article 13 of the FCTC and refutes tobacco companies’ claims that pack livery serves only as an indentifying device that simplifies smokers’ decision-making. Given this evidence, signatories should see plain packaging policies as a priority consistent with their FCTC obligations to eliminate all tobacco advertising and promotion.

Impact of smokeless tobacco packaging on perceptions and beliefs among youth, young adults, and adults in the U.S: findings from an internet-based cross-sectional survey

“…Corporate branding on the packaging appeared to diminish perceptions of harm and increase positive perceptions of product quality compared to products in plain packaging. These findings are consistent with what other studies on combustible tobacco products have shown with regard to the influence of product packaging on consumer perceptions of the product [14,17,20,21,31]. In December 2012 plain packaging legislation was passed in Australia with the intent to reduce the appeal of packaging to consumers and increase the noticeability and salience of health warnings, among others (see Tobacco Plain Packaging Act 2011 for more detail: http://www.comlaw.gov.au/Details/C2011A00148).…”

Effects of brand variants on smokers’ choice behaviours and risk perceptions

“…These metaphors seem intuitively likely to appeal to women with less education who occupy lower socioeconomic positions, and who preferred this compound descriptor to options featuring only their existing brand descriptor, ‘Red’. This interpretation reflects findings from earlier qualitative studies, which explicated the important symbolic qualities brands confer on smokers,5 and is consistent with our wider understanding of tobacco branding, which smokers use to access identities that offer a more appealing reality 4 6 22…”

The impact of cigarette branding and plain packaging on perceptions of product appeal and risk among young adults in Norway: A between-subjects experimental survey

“…On the other hand, the shortage of significant differences between conditions among males could be the result of a very high degree of awareness of the differences between brand images, so that the brand associations stay on after only the brand name remains to identify the product. Previous research has concluded both in favour24 and against25 the significance of gender on perceptions of pack design and plain packaging.…”