What do cigarette pack colors communicate to smokers in the U.S.?
What do cigarette pack colors communicate to smokers in the U.S.?
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DOI：
10.1016/j.amepre.2011.01.019
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发表时间：
2011-06
影响因子：
5.5
通讯作者：
Cummings KM
中科院分区：
文献类型：
--
作者：
Bansal-Travers M;O'Connor R;Fix BV;Cummings KM
美国新立法禁止烟草公司在2010年6月后在香烟包装上贴上“淡”、“温和”或“低度”等字样。然而，从已经删除这些描述符的国家的经验表明，传达相同信息的不同术语，颜色或数字可能会取代它们。本研究的主要目的是探讨香烟包装颜色是如何被吸烟者认为是对应于不同的描述性术语。报纸广告和craigslist.org网站的帖子将感兴趣的吸烟者引导到一个调查网站。合格的参与者被展示了一系列的六个香烟包装（修改以删除所有描述性术语），并要求将包装图像与其相应的描述性术语联系起来。然后，参与者被要求确定如果他们关心健康，焦油，尼古丁，形象和味道，他们会选择阵列中的哪一包。2008年2月至3月，共有193名参与者完成了调查（数据分析时间为2008年5月至2010年11月）。参与者更准确地匹配描述符包装图像万宝路品牌香烟比陌生的彼得杰克逊品牌（在澳大利亚销售）。如果吸烟者关心健康、焦油和尼古丁，他们绝大多数会选择“最白”的包装。美国的吸烟者将品牌描述符与颜色联系起来。此外，白色包装似乎对安全性的影响最大。删除描述性术语但不删除相关颜色不足以消除通过包装传达给吸烟者的关于吸烟风险的误解。
New legislation in the U.S. prohibits tobacco companies from labelling cigarette packs with terms such as ‘light,’ ‘mild,’ or ‘low’ after June 2010. However, experience from countries that have removed these descriptors suggests different terms, colors, or numbers communicating the same messages may replace them. The main purpose of this study was to examine how cigarette pack colors are perceived by smokers to correspond to different descriptive terms. Newspaper advertisements and craigslist.org postings directed interested current smokers to a survey website. Eligible participants were shown an array of six cigarette packages (altered to remove all descriptive terms) and asked to link package images with their corresponding descriptive terms. Participants were then asked to identify which pack in the array they would choose if they were concerned with health, tar, nicotine, image, and taste. A total of 193 participants completed the survey from February to March 2008 (data were analyzed from May 2008 through November 2010). Participants were more accurate in matching descriptors to pack images for Marlboro brand cigarettes than for unfamiliar Peter Jackson brand (sold in Australia). Smokers overwhelmingly chose the ‘whitest’ pack if they were concerned about health, tar, and nicotine. Smokers in the U.S. associate brand descriptors with colors. Further, white packaging appears to most influence perceptions of safety. Removal of descriptor terms but not the associated colors will be insufficient in eliminating misperceptions about the risks from smoking communicated to smokers through packaging.
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影响因子：
5.2
作者：
O'Connor, R. J.;Hammond, D.;Cummings, K. M.
通讯作者：
Cummings, K. M.
影响因子：
5.2
作者：
Anderson, Stacey J.;Ling, Pamela M.;Glantz, Stanton A.
通讯作者：
Glantz, Stanton A.
影响因子：
3.4
作者：
Shadel, WG;Lerman, C;Hornik, R
通讯作者：
Hornik, R
影响因子：
5.2
作者：
Wakefield, M;Morley, C;Cummings, KM
通讯作者：
Cummings, KM
影响因子：
5.2
作者：
Pollay, RW;Dewhirst, T
通讯作者：
Dewhirst, T