Hardcastle Sarah J, Chan Derwin C K, Caudwell Kim M, Sultan Sarwat, Cranwell Jo, Chatzisarantis Nikos L D, Hagger Martin S
Health Psychology and Behavioural Medicine Research Group, School of Psychology and Speech Pathology, Faculty of Health Sciences, Curtin University, GPO Box U1987, Perth, WA, 6845, Australia.
Department of Applied Psychology, Bahauddin Zakariya University, Multan, Pakistan.
Int J Behav Med. 2016 Feb;23(1):94-101. doi: 10.1007/s12529-015-9487-x.
The introduction of tobacco plain packaging legislation in Australia meant that all tobacco products were to be sold in plain dark-brown packaging with 75% front-of-pack graphic health warnings and standardised font type and size for brand name and product variant. The change in the size and prominence of the warnings has been proposed as a reason for behaviour change in smokers in terms of increased intentions to quit and quit attempts.
The current research examined attitudes and beliefs of cigarette smokers toward the increased size and prominence of the warnings and effects on their behaviour.
Participants (N = 160) completed open-ended responses to questions on beliefs, attitudes and responses to plain packaging. Responses were subjected to inductive thematic content analysis for key themes.
Four themes emerged from the analysis: emotional response to packaging, scepticism of health warnings, warnings and cessation behaviour, and avoidant coping behaviours. Participants reported increased negative emotional responses to the packaging and made specific reference to the graphic health warnings. Some participants attempted to discredit the messages. Others reported increased intentions to quit or quitting attempts. There were pervasive reports of avoidant responses including covering or hiding the warnings.
Consistent with theories of illness perceptions and coping, current findings indicate that the larger, prominent graphic health warnings on plain-packaged tobacco products had pervasive effects on threat perceptions and subsequent behavioural responses. While some of the reported responses were adaptive (e.g. attempts to quit), others were maladaptive (e.g. avoiding the warnings).
澳大利亚实施烟草平装立法意味着所有烟草产品都要用深棕色平装包装销售，包装正面要有75%的图形健康警示，品牌名称和产品变体要有标准化的字体类型和大小。警告的大小和突出程度的变化被认为是吸烟者行为改变的一个原因，即戒烟意愿和戒烟尝试的增加。
当前的研究调查了吸烟者对警告尺寸增大和突出程度增加的态度和信念以及对其行为的影响。
参与者（N = 160）对关于平装包装的信念、态度和反应的问题给出开放式回答。对回答进行归纳主题内容分析以找出关键主题。
分析得出四个主题：对包装的情绪反应、对健康警告的怀疑、警告与戒烟行为以及回避应对行为。参与者报告对包装的负面情绪反应增加，并特别提到了图形健康警告。一些参与者试图诋毁这些信息。其他人报告戒烟意愿增加或有戒烟尝试。普遍存在回避反应的报告，包括遮盖或隐藏警告。
与疾病认知和应对理论一致，当前研究结果表明，平装烟草产品上更大、更突出的图形健康警告对威胁认知和随后的行为反应有普遍影响。虽然一些报告的反应是适应性的（如戒烟尝试），但其他反应是适应不良的（如回避警告）。
