EHESP School of Public Health, EA MOS, Rennes, France.
Centre for Tobacco Control Research, University of Stirling, Stirling, Scotland, UK.
Nicotine Tob Res. 2019 Jun 21;21(7):911-917. doi: 10.1093/ntr/nty105.
The cigarette, like the cigarette pack, is used by tobacco companies as a promotional tool. We explore how the cigarette could potentially be used as a dissuasive tool.
An online survey was conducted with 15-30-year-old smokers and nonsmokers (N = 998) in France to explore their perceptions of a plain cigarette (gray with no brand name) and three branded cigarettes (regular, slim, pink). Participants were randomly assigned to view the plain cigarette and either the regular, slim, or pink cigarette. They were asked to rate the cigarettes by Appeal (tastiest, highest quality, and most expensive), Harm (most dangerous and most effective for motivating people to talk about tobacco dangers), and Perceived behavioral impact (most effective to convince teenagers not to start and to motivate smokers to reduce consumption and quit).
In comparison to the gray cigarette, each of the branded cigarettes were considered more appealing, less harmful, and more likely to motivate teenagers to start and less likely to motivate smokers to reduce consumption or quit.
The study suggests that altering the appearance of the cigarette may reduce cigarette appeal, increase harm perceptions, and deter both young people and smokers.
Very little research has focused on dissuasive cigarettes whereas the cigarette stick has become very important for tobacco companies for communication purposes. This is the first study to compare the effect of various branded cigarettes (regular, slim, and pink) with a plain gray cigarette on young adult smokers and nonsmokers. The findings suggest that a plain gray cigarette can reduce cigarette appeal, increase perceptions of harm, and may deter use among both smokers and nonsmokers.
香烟和烟盒一样，被烟草公司用作促销工具。我们探讨了香烟如何可能被用作一种劝阻工具。
在法国，我们对 15-30 岁的吸烟者和非吸烟者（N=998）进行了一项在线调查，以探讨他们对普通香烟（灰色，无品牌名称）和三种品牌香烟（普通、细支、粉色）的看法。参与者被随机分配观看普通香烟和普通、细支或粉色香烟中的一种。他们被要求根据吸引力（最可口、最高质量和最昂贵）、危害（最危险和最有效激发人们谈论烟草危害）和感知行为影响（最有效劝阻青少年吸烟和促使吸烟者减少吸烟和戒烟）来对香烟进行评分。
与灰色香烟相比，每种品牌香烟都被认为更具吸引力、危害更小，并且更有可能促使青少年开始吸烟，而不太可能促使吸烟者减少吸烟或戒烟。
该研究表明，改变香烟的外观可能会降低香烟的吸引力，增加对危害的认知，并阻止年轻人和吸烟者吸烟。
很少有研究关注劝阻香烟，而香烟棒已经成为烟草公司用于沟通目的的非常重要的工具。这是第一项比较各种品牌香烟（普通、细支和粉色）与普通灰色香烟对年轻成年吸烟者和非吸烟者影响的研究。研究结果表明，普通灰色香烟可以降低香烟的吸引力，增加对危害的认知，并可能阻止吸烟者和非吸烟者使用。
