Islam Farahnaz, Thrasher James F, Szklo André, Figueiredo Valeska Carvalho, Perez Cristina de Abreu, White Christine M, Hammond David
Department of Epidemiology and Biostatistics, Arnold School of Public Health, University of South Carolina, Columbia, South Carolina, United States of America.
Department of Health Promotion, Education and Behavior, Arnold School of Public Health, University of South Carolina, Columbia, South Carolina, United States of America.
Rev Panam Salud Publica. 2018 Feb 28;42:e5. doi: 10.26633/RPSP.2018.5. eCollection 2018.
In 2012, a new Brazilian regulation prohibited the use of flavor additives in tobacco products. To better understand the potential impact of this regulation, this study examines how flavor descriptors on cigarette packaging influence brand perceptions among young Brazilian women.
An online cross-sectional experiment was conducted with Brazilian women aged 16-26 (N = 640: 182 smokers and 458 nonsmokers) who rated 10 cigarette packages from one of three conditions: 1) branded packs; 2) packs with the same size, shape, and verbal descriptions as in condition 1, but without brand imagery (i.e., "plain pack"); and 3) packs from condition 2 but without brand descriptors (i.e., "plain pack, no descriptors"). Mixed-effects linear regression models were utilized to determine what associations that pack features (i.e., experimental condition; flavor descriptor vs. not; slim pack vs. not) had with participant ratings of nine characteristics, including appeal, taste, smoothness, and attributes of people who smoke the brand.
Flavored branded packs were rated as more appealing, better tasting, and smoother than flavored plain packs with descriptors. Compared to flavored plain packs with descriptors, the same packs without descriptors were rated less positively on eight of the nine characteristics. Compared to nonsusceptible nonsmokers, susceptible nonsmokers rated flavored packs more positively on eight of the nine characteristics. Slim packs were rated more positively than regular packs on eight of the nine characteristics.
Slim packs and brands highlighting tobacco flavors appear to increase positive perceptions of tobacco products. Banning tobacco flavorings and slim packs may reduce the appeal of smoking for young Brazilian women, as well as for other vulnerable populations.
2012年，巴西一项新规定禁止在烟草制品中使用调味添加剂。为了更好地理解该规定的潜在影响，本研究考察了香烟包装上的风味描述符如何影响巴西年轻女性对品牌的认知。
对16至26岁的巴西女性（N = 640：182名吸烟者和458名非吸烟者）进行了一项在线横断面实验，她们对来自三种情况之一的10个香烟包装进行评分：1）有品牌包装；2）与情况1中的包装尺寸、形状和文字描述相同，但没有品牌形象（即“素包”）；3）来自情况2的包装，但没有品牌描述符（即“无描述符的素包”）。使用混合效应线性回归模型来确定包装特征（即实验情况；有无风味描述符；有无细长型包装）与参与者对九个特征的评分之间的关联，这些特征包括吸引力、味道、顺滑度以及吸该品牌香烟人群的特质。
有风味的有品牌包装比有描述符的有风味素包被评为更具吸引力、味道更好且更顺滑。与有描述符的有风味素包相比，没有描述符的相同包装在九个特征中的八个特征上的评分较低。与不易受影响的非吸烟者相比，易受影响的非吸烟者在九个特征中的八个特征上对有风味包装的评分更高。细长型包装在九个特征中的八个特征上比常规包装的评分更高。
细长型包装和突出烟草风味的品牌似乎会增加对烟草制品的正面认知。禁止烟草调味剂和细长型包装可能会降低巴西年轻女性以及其他弱势群体对吸烟的吸引力。
