The impact of cigarette pack design, descriptors, and warning labels on risk perception in the U.S.

ABSTRACT:

Background

In the U.S., limited evidence exists on the impact of colors and brand imagery used in cigarette pack design.

Purpose

This study examined the impact of pack design, product descriptors, and health warnings on risk perception and brand appeal.

Methods

A cross-sectional mall-intercept study was conducted with 197 adult smokers and 200 nonsmokers in Buffalo NY from June to July 2009 (data analysis from July 2009 to December 2010). Participants were shown 12 sets of packs randomly; each set varied by a particular design feature (color, descriptor) or warning label style (text versus graphic, size, attribution, message framing). Packs were rated on criteria including risk perceptions, quit motivation, and purchase interest.

Results

Participants selected l

SUBMITTER: Bansal-Travers M 

PROVIDER: S-EPMC3108248 | biostudies-literature | 2011 Jun

REPOSITORIES: biostudies-literature