Influence of cigarillo packaging characteristics on young adults' perceptions and intentions: findings from three online experiments
Influence of cigarillo packaging characteristics on young adults' perceptions and intentions: findings from three online experiments
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DOI：
10.1136/tobaccocontrol-2021-056785
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发表时间：
2021-10-28
期刊：
影响因子：
5.2
通讯作者：
Delnevo, Cristine D.
中科院分区：
文献类型：
--
作者：
Jeong, Michelle;Wackowski, Olivia A.;Delnevo, Cristine D.
目的包装是烟草营销的重要组成部分，影响产品的看法和使用意图。然而，对雪茄包装的研究很少。我们利用现有Swisher Sweets雪茄包装的可变性来扩展证据基础。在2017年至2019年期间，我们对通过Amazon Mechanical Turk招募的774名年轻成年雪茄吸烟者进行了三次在线实验。在观看了不同风味描述符和/或颜色的Swisher包装图像后，参与者对他们的感知和购买意愿进行了评价。在第一项研究中，参与者观看了四种小雪茄之一（“Wild Rush Encore”，“Wild Rush Limited”，“Twisted Berry”和“Strawberry”）。在第二项研究中，参与者观看了两种不同的西瓜朗姆酒口味的小雪茄（“醉西瓜”和“疯狂岛”）。在研究3中，参与者观看了三个“Wild Rush”雪茄版本中的两个（“Encore”有或没有明确的风味描述符或“Limited”）。结果在研究1中，更多的被试认为“扭曲浆果”和“野生拉什有限”的味道好，比“野生拉什Encore”的味道不那么苛刻。在研究2中，与“疯狂岛”相比，更多的参与者认为“醉酒西瓜”味道好，味道不那么苛刻，年轻用户使用，但男性用户较少;女性参与者更有可能购买“醉酒西瓜”。在研究3中，参与者认为“狂野冲刺安可”与明确的味道描述比包装更好，没有和正在使用的年轻用户，但男性用户较少。结论小雪茄包装的变化，即使是具有相同风味的小雪茄，也可能具有不同的消费者吸引力，这表明在雪茄产品监管中应考虑包装特征。
Objectives Packaging is an important component of tobacco marketing that influences product perceptions and use intentions. However, little research exists on cigar packaging. We leveraged variability in existing Swisher Sweets cigarillo packaging to extend the evidence base. Methods Between 2017 and 2019, we conducted three online experiments with 774 young adult past-year cigar smokers recruited via Amazon Mechanical Turk. After viewing Swisher package images that differed by flavour descriptor and/or colour, participants rated them on perceptions and purchase intentions. In study 1, participants viewed one of four cigarillos ('Wild Rush Encore', 'Wild Rush Limited', 'Twisted Berry' and 'Strawberry'). In study 2, participants viewed two different watermelon rum-flavoured cigarillos ('Boozy Watermelon' and 'Island Madness'). In study 3, participants viewed two of three 'Wild Rush' cigarillo versions ('Encore' with or without an explicit flavour descriptor or 'Limited'). Results In study 1, more participants perceived 'Twisted Berry' and 'Wild Rush Limited' as tasting good and less harsh tasting compared with 'Wild Rush Encore'. In study 2, compared with 'Island Madness', more participants perceived 'Boozy Watermelon' as tasting good, less harsh tasting and used by younger users but less by masculine users; female participants were more likely to purchase 'Boozy Watermelon'. In study 3, participants perceived 'Wild Rush Encore' with the explicit flavour descriptor as tasting better than packages without and being used by younger users but less by masculine users. Conclusions Variations in cigarillo packaging, even among cigarillos with the same flavour, may have differential consumer appeal, suggesting packaging features should be considered in cigar product regulation.