Department of Advertising and Public Relations, Michigan State University, College of Communication Arts and Science, East Lansing, Michigan, USA.
Department of Medical Oncology, Division of Population Sciences, Dana-Farber Cancer Institute, Center for Community-Based Research, Boston, Massachusetts, USA.
Tob Control. 2018 Sep;27(5):534-541. doi: 10.1136/tobaccocontrol-2017-053795. Epub 2017 Oct 5.
Certain tobacco companies use health-oriented descriptors (eg, 100% organic) on product packaging and advertising of combustible cigarettes or electronic cigarettes (e-cigarettes) that create a 'health halo' around smoking and vaping. Previous observational research suggests that such language may be associated with more favourable attitudes and reduced risk perceptions toward these brands compared with others. This study aimed to determine the effects of health-oriented descriptors on smokers' attitude toward the brand, perception of packaging information, comparative harm versus other brands and intention to purchase either combustible cigarettes or e-cigarettes.
US adult smokers were randomly assigned to view either a health-oriented language package ('100% organic,' 'all natural' or 'no additives'), traditional marketing language package ('fine quality,' 'premium blend' or '100% original') or a no-language package of a combustible cigarette brand (Study 1, n=405) or an e-cigarette brand (Study 2, n=396) in an experimental design.
Study 1: Participants in the health-oriented condition reported more favourable perceptions toward the package information, lower comparative harm and higher intention to purchase combustible cigarettes versus the no language control. In addition, participants in the health-oriented condition reported more positive attitude toward the brand and lower comparative harm versus the traditional marketing condition. Study 2: Compared with the traditional marketing condition, participants in the health-oriented condition reported greater intention to purchase Absolute e-cigarettes. There were no significant differences in attitude toward the brand, perception of packaging information and comparative harm versus other brands across conditions.
The effect of health-oriented language was significant for combustible cigarettesand e-cigarette packages. Policies to restrict health-oriented language on cigarette and e-cigarette packaging are recommended.
某些烟草公司在可燃香烟或电子烟（电子烟）的产品包装和广告上使用以健康为导向的描述词（例如，100%有机），从而在吸烟和 vaping 周围营造出“健康光环”。先前的观察性研究表明，与其他品牌相比，这种语言可能与对这些品牌更有利的态度和降低的风险认知有关。本研究旨在确定以健康为导向的描述词对吸烟者对品牌的态度、对包装信息的感知、与其他品牌相比的相对危害以及购买可燃香烟或电子烟的意愿的影响。
美国成年吸烟者被随机分配到以健康为导向的语言包装（“100%有机”、“全天然”或“无添加剂”）、传统营销语言包装（“优质”、“优质混合”或“100%原味”）或可燃香烟品牌的无语言包装（研究 1，n=405）或电子烟品牌（研究 2，n=396）的实验设计中。
研究 1：与无语言对照相比，处于以健康为导向条件下的参与者对包装信息的看法更为有利，相对危害较低，购买可燃香烟的意愿更高。此外，与传统营销条件相比，处于以健康为导向条件下的参与者对品牌的态度更为积极，相对危害较低。研究 2：与传统营销条件相比，处于以健康为导向条件下的参与者更倾向于购买 Absolute 电子烟。在品牌态度、包装信息感知和与其他品牌的相对危害方面，各条件之间没有显着差异。
以健康为导向的语言对可燃香烟和电子烟包装的影响是显著的。建议对香烟和电子烟包装上的以健康为导向的语言进行限制。
