Influence of premium versus value brand names on the smoking experience in a plain packaging environment: an experimental study

Abstract

ObjectiveTo examine the effect of branding, as indicated by brand name, on evaluation of the cigarette smoking experience.DesignBetween-subjects and within-subjects experimental study. Participants were randomly allocated to smoke a cigarette from a pack featuring a premium brand name and a cigarette from a pack featuring a value brand name. Within each condition, participants unknowingly smoked two identical cigarettes (either two premium or two value cigarettes).SettingAustralia, October 2014, 2 years after tobacco plain packaging implementation.Participants81 current cigarette smokers aged 19–39 years. From apparently premium and value brand-name packs, 40 smokers were allocated to smoke the same actual premium cigarettes and 41 were allocated to smoke the same actual value cigarettes.Primary outcome measuresExperienced taste (flavour, satisfaction, enjoyment, quality, liking, mouthfeel and aftertaste), harshness, dryness, staleness, harm/strength measures (strength, tar, lightness, volume of smoke), draw effort and purchase intent.ResultsCigarettes given a premium brand name were rated as having a better taste, were less harsh and less dry than identical cigarettes given a value brand name. This pattern was observed irrespective of whether the two packs actually contained premium or value cigarettes. These effects were specific: the brand name did not influence ratings of cigarette variant attributes (strength, tar, volume of smoke, lightness and draw effort).ConclusionsDespite the belief that brand names represent genuine differences between cigarette products, the results suggest that at least some of this perceived sensory difference is attributable to brand image.

Do Australian adolescents' and young adults' experiences of cancer care influence their quality of life?

“…The data presented here form part of a larger study of AYAs' experiences of cancer care in Australia. 27 This was a cross-sectional, retrospective self-report survey on cancer care experiences. In brief, AYA cancer patients, aged 15 to 24 years, when diagnosed with any form of cancer (except early-stage melanoma*) were approached about the study by postal mail.…”

Young Chinese consumers' brand perception; the role of mianzi as moderator

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Influence of premium vs masked cigarette brand names on the experienced taste of a cigarette after tobacco plain packaging in Australia: an experimental study

“…A more recent experiment in the post-plain packaging context in Australia found that smoking a cigarette from a premium pack enhanced taste compared to when the same cigarette was smoked from a value pack. Further, this occurred regardless of the type of cigarette (premium or value) actually being smoked [ 14 ].…”