University of Otago, Dunedin, New Zealand.
Qual Health Res. 2012 May;22(5):630-9. doi: 10.1177/1049732311431070. Epub 2011 Dec 27.
We use brand association and symbolic consumption theory to explore how plain cigarette packaging would influence the identities young adults cocreate with tobacco products. Group discussions and in-depth interviews with 86 young adult smokers and nonsmokers investigated how participants perceive tobacco branding and plain cigarette packaging with larger health warnings. We examined the transcript data using thematic analysis and explored how removing tobacco branding and replacing this with larger warnings would affect the symbolic status of tobacco brands and their social connotations. Smokers used tobacco brand imagery to define their social attributes and standing, and their connection with specific groups. Plain cigarette packaging usurped this process by undermining aspirational connotations and exposing tobacco products as toxic. Replacing tobacco branding with larger health warnings diminishes the cachet brand insignia creates, weakens the social benefits brands confer on users, and represents a potentially powerful policy measure.
我们运用品牌联想和象征性消费理论来探究普通香烟包装将如何影响年轻人与烟草产品共创的身份认同。通过对 86 名年轻成年吸烟者和非吸烟者的小组讨论和深入访谈，我们调查了参与者如何看待烟草品牌和带有更大健康警示的普通香烟包装。我们使用主题分析方法对转录数据进行了研究，并探讨了去除烟草品牌并以更大的警示语取而代之将如何影响烟草品牌的象征地位及其社会内涵。吸烟者使用烟草品牌形象来定义自己的社会属性和地位，以及他们与特定群体的联系。普通香烟包装通过破坏渴望的内涵并将烟草产品暴露为有毒物质，破坏了这个过程。用更大的健康警示语取代烟草品牌会降低品牌标识所创造的神秘感，削弱品牌赋予用户的社会利益，这是一种潜在的有力政策措施。
