Guillaumier Ashleigh, Bonevski Billie, Paul Chris, Durkin Sarah, D'Este Catherine
School of Medicine & Public Health, University of Newcastle, Newcastle, New South Wales, Australia.
BMJ Open. 2014 Feb 6;4(2):e004078. doi: 10.1136/bmjopen-2013-004078.
This study aimed to test the potential impact of plain packaging for cigarettes on brand appeal among highly socioeconomically disadvantaged smokers using the new design for cigarettes implemented in Australia, which combines plain packaging with larger health warning labels.
A 2×2 factorial design trial embedded within a cross-sectional computer touchscreen survey. Data were collected between March and December 2012.
Socially disadvantaged welfare aid recipients were recruited through a large Social and Community Service Organisation in New South Wales, Australia.
N=354 smokers. The majority of the sample had not completed high school (64%), earned less than $A300/week (55%) and received their income from Government payments (95%).
Participants were randomised to one of the four different pack conditions determined by brand name: Winfield versus Benson & Hedges, and packaging type: branded versus plain. Participants were required to rate their assigned pack on measures of brand appeal and purchase intentions.
Plain packaging was associated with significantly reduced smoker ratings of 'positive pack characteristics' (p<0.001), 'positive smoker characteristics' (p=0.003) and 'positive taste characteristics' (p=0.033) in the Winfield brand name condition only. Across the four pack conditions, no main differences were found for 'negative smoker characteristics' (p=0.427) or 'negative harm characteristics' (p=0.411). In comparison to plain packaging, the presentation of branded packaging was associated with higher odds of smokers' purchase intentions (OR=2.18, 95% CI 1.34 to 3.54; p=0.002).
Plain packs stripped of branding elements, featuring larger health warning labels, were associated with reduced positive cigarette brand image and purchase intentions among highly socioeconomically disadvantaged smokers.
本研究旨在利用澳大利亚实施的香烟新设计（该设计将平装与更大的健康警示标签相结合），测试香烟平装对社会经济地位极为不利的吸烟者的品牌吸引力的潜在影响。
一项嵌入横断面计算机触摸屏调查的2×2析因设计试验。数据于2012年3月至12月收集。
通过澳大利亚新南威尔士州的一个大型社会和社区服务组织招募社会弱势福利援助接受者。
N = 354名吸烟者。大多数样本未完成高中学业（64%），每周收入低于300澳元（55%），收入来自政府补贴（95%）。
参与者被随机分配到由品牌名称决定的四种不同包装条件之一：温菲尔德（Winfield）与本森赫吉斯（Benson & Hedges），以及包装类型：有品牌与平装。参与者被要求对分配给他们的包装在品牌吸引力和购买意愿方面进行评分。
仅在温菲尔德品牌条件下，平装与吸烟者对“正面包装特征”（p < 0.001）、“正面吸烟者特征”（p = 0.003）和“正面口味特征”（p = 0.033）的评分显著降低相关。在四种包装条件下，“负面吸烟者特征”（p = 0.427）或“负面危害特征”（p = 0.411）未发现主要差异。与平装相比，有品牌包装的展示与吸烟者更高的购买意愿几率相关（比值比=2.18，95%置信区间1.34至3.54；p = 0.002）。
去除品牌元素、带有更大健康警示标签的平装与社会经济地位极为不利的吸烟者中香烟正面品牌形象和购买意愿的降低相关。
