Lee Joseph G L, Averett Paige E, Blanchflower Tiffany, Landi Nunzio, Gregory Kyle R
Department of Health Education and Promotion, College of Health and Human Performance, East Carolina University, Greenville, NC 27858, USA.
School of Social Work, College of Health and Human Performance, East Carolina University, Greenville, NC 27858, USA.
Int J Environ Res Public Health. 2017 Oct 17;14(10):1234. doi: 10.3390/ijerph14101234.
Cigarette packaging matters to consumer behavior. However, it is less clear which changes to packaging design would be salient for adult smokers. Such information is critically important to regulators in the United States who are charged with reviewing new tobacco products for their impact on population health. In this qualitative study, U.S. adult smokers ( = 33) participated in six telephone-based focus groups in March 2017. Separate groups were comprised of lesbian, gay, and bisexual (LGB) participants; participants with less than four years of post-secondary education; a mix of LGB and straight participants; and, the general population. All groups were purposely selected for diversity. Open thematic coding identified salient design elements used on cigarette packaging. Smokers articulated design elements' use, meaning, and links with consumer behaviors. Three themes were identified: (1) the power of color, (2) supporting color with other design elements (e.g., logos/images, typography, the pack itself), and (3) the combined product brand experience of multiple design elements. Participants linked design elements to product characteristics and to consumer behavior (e.g., purchase). As the Food and Drug Administration is charged with regulating tobacco products, these findings suggest the importance of considering the cigarette pack part of the characteristics of a product.
香烟包装对消费者行为有影响。然而，包装设计的哪些变化对成年吸烟者最为显著，这一点尚不清楚。此类信息对美国负责审查新烟草产品对公众健康影响的监管机构至关重要。在这项定性研究中，33名美国成年吸烟者于2017年3月参加了六个电话焦点小组。不同小组分别由女同性恋、男同性恋和双性恋（LGB）参与者、接受过不到四年高等教育的参与者、LGB和异性恋混合参与者以及普通人群组成。所有小组都是特意为体现多样性而挑选的。开放式主题编码确定了香烟包装上显著的设计元素。吸烟者阐述了设计元素的用途、含义以及与消费者行为的联系。确定了三个主题：（1）颜色的影响力，（2）用其他设计元素（如标识/图像、排版、包装本身）辅助颜色，（3）多种设计元素的综合产品品牌体验。参与者将设计元素与产品特性以及消费者行为（如购买行为）联系起来。由于美国食品药品监督管理局负责监管烟草产品，这些研究结果表明考虑香烟包装作为产品特性一部分的重要性。
