Influence of cigarette packet branding and colours on young male smokers' recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study.

ABSTRACT:

Objectives

To explore how cigarette packet branding and colours influence young male smokers' perceptions of tobacco brands in Cambodia.

Design

Mixed-methods study.

Setting

Worksites, living accommodations, a university and public locations in Phnom Penh, Cambodia.

Participants

147 male Cambodian smokers (18-24 years).

Interventions

Participants were shown mock-up pictures of different cigarette packet branding and colour variations and asked to respond to close-ended and short-response questions.

Outcome measures

Brand recognition, appeal and harm perceptions of cigarette packet branding and colours.

Results

When shown three packets with brand names removed, 98.6% of participants recognised packet one as Mevius brand, 21.1% recognised pack

SUBMITTER: Stubbs T 

PROVIDER: S-EPMC9494600 | biostudies-literature | 2022 Sep

REPOSITORIES: biostudies-literature