School of Public Health & Health Systems, University of Waterloo, 200 University Avenue West, Waterloo, ON, Canada.
Addiction. 2013 Sep;108(9):1658-68. doi: 10.1111/add.12183. Epub 2013 Apr 22.
To use tobacco industry documents on cigarette pack shape, size and openings to identify industry findings on associations with brand imagery, product attributes, consumer perceptions and behaviour.
Internal tobacco industry research and marketing documents obtained through court disclosure contained in the Legacy Tobacco Documents Library were searched using keywords related to pack shapes, sizes and opening methods. The search identified 66 documents related to consumer research and marketing plans on pack shape, size and openings, drawn from 1973 to 2002.
Industry research consistently found that packs that deviated from the traditional flip-top box projected impressions of 'modern', 'elegant' and 'unique' brand imagery. Alternative pack shape and openings were identified as an effective means to communicate product attributes, particularly with regard to premium quality and smooth taste. Consumer studies consistently found that pack shape, size and opening style influenced perceptions of reduced product harm, and were often used to communicate a 'lighter' product. Slim, rounded, oval and booklet packs were found to be particularly appealing among young adults, and several studies demonstrated increased purchase interest for tobacco products presented in novel packaging shape or opening. Evidence from consumer tracking reports and company presentations indicate that pack innovations in shape or opening method increased market share of brands.
Consumer research by the tobacco industry between 1973 and 2002 found that variations in packaging shape, size and opening method could influence brand appeal and risk perceptions and increase cigarette sales.
利用烟草行业关于卷烟包装形状、尺寸和开口的文件，确定行业在包装形状、尺寸和开口方式与品牌形象、产品属性、消费者认知和行为之间的关联的研究结果。
通过在遗产烟草文件库中获取的法庭披露的内部烟草行业研究和营销文件，使用与包装形状、尺寸和开口方法相关的关键词进行搜索。该搜索确定了 66 份与包装形状、尺寸和开口相关的消费者研究和营销计划文件，这些文件的时间跨度从 1973 年至 2002 年。
行业研究一致发现，偏离传统翻盖盒的包装会给人留下“现代”、“优雅”和“独特”的品牌形象印象。替代包装形状和开口被认为是有效传达产品属性的手段，特别是在优质和口感顺滑方面。消费者研究一致发现，包装形状、尺寸和开口样式会影响对产品危害降低的认知，并且通常用于传达“更轻”的产品。细长、圆形、椭圆形和小册子包装在年轻人中特别受欢迎，一些研究表明，新颖包装形状或开口的烟草产品购买兴趣增加。来自消费者跟踪报告和公司演示的证据表明，包装形状或开口方法的创新增加了品牌的市场份额。
1973 年至 2002 年间，烟草行业的消费者研究发现，包装形状、尺寸和开口方式的变化可能会影响品牌吸引力和风险认知，并增加香烟销量。
