Department of Health Studies & Gerontology, University of Waterloo, 200 University Avenue West, Waterloo, Ontario, Canada.
Nicotine Tob Res. 2011 Jul;13(7):579-88. doi: 10.1093/ntr/ntr045. Epub 2011 Apr 12.
Cigarette packaging is among the most prominent forms of tobacco marketing. This study examined the impact of cigarette pack design among young women in the United States.
A national sample of 18- to 19-year-old females in the United States completed an online survey in February 2010. Participants were randomized to view eight cigarette packs designed according to one of four experimental conditions: fully branded female packs, same packs without descriptors (e.g., "slims"), same packs without brand imagery or descriptors ("plain" packs), and branded non-female brands. Participants rated packs on measures of appeal and health risk and completed a behavioral pack selection task.
Fully branded female packs were rated significantly more appealing than the same packs without descriptors, "plain" packs, and non-female-branded packs. Female-branded packs were associated with a greater number of positive attributes including glamour, slimness, and attractiveness and were more likely to be perceived as less harmful. Approximately 40% of smokers and nonsmokers requested a pack at the end of the study; female-branded packs were 3 times more likely to be selected than plain packs.
Plain packaging and removing descriptors such as "slims" from cigarette packs may reduce smoking susceptibility among young women.
香烟包装是最突出的烟草营销形式之一。本研究考察了香烟包装设计对美国年轻女性的影响。
2010 年 2 月，美国对 18 至 19 岁的女性进行了一项全国性的在线调查。参与者被随机分配观看根据四种实验条件设计的八种香烟包装：完全品牌化的女性包装、没有描述的相同包装（例如“纤细”）、没有品牌形象或描述的相同包装（“普通”包装）以及品牌化的非女性品牌包装。参与者根据吸引力和健康风险对包装进行评分，并完成了一项包装选择任务。
完全品牌化的女性包装比没有描述、“普通”包装和非女性品牌包装的相同包装更具吸引力。女性品牌包装与更多积极属性相关联，包括魅力、苗条和吸引力，并且更有可能被认为危害较小。大约 40%的吸烟者和非吸烟者在研究结束时要求获得一包烟；女性品牌包装被选中的可能性是普通包装的 3 倍。
香烟包装的素面包装和去除“纤细”等描述词可能会降低年轻女性的吸烟易感性。
