The Impact of Standardized Tobacco Product Packaging on Young Adults in the Retail Environment

烟草包装会影响烟草的使用行为。品牌包装的特点，如颜色和插图 旨在吸引注意力并促使消费者对产品有更好的认知 味道及其潜在危害；更有利的认知与更多的烟草使用意向有关 和行为。标准化烟草包装是为了减少人们对烟草包装的好感 通过品牌包装。在其最全面的形式中，标准化包装具有统一的单调颜色，带有 品牌名称和变体以统一的字体大小、类型和颜色显示在各自的相同位置 包装；不允许使用任何颜色或艺术品。通过去除包装中影响感知的元素 产品的风味、安全性和烟草产品的用户，希望由此产生的包装将失去他们的 对消费者的影响。标准化烟草产品包装的综合方法并不是 在美国是可能的，因为这样的行动将影响烟草行业的第一个 修正案保护了商业言论自由权利，并贬低了历史悠久的商标。一个更狭隘的 为了使其在法律上得到实施，将需要标准化包装法规的重点版本 在美国；例如，标准化部分烟草包装的颜色，同时允许展示 包装其他部分的品牌信息(即部分颜色标准化)。拟议的研究将 通过实验评估部分标准化烟草包装颜色的影响程度 不同烟草使用经验的年轻人的烟草使用意向。零售业 环境是研究标准化包装的一个重要背景，因为数百个品牌 在这种环境下，烟草产品包装被显著地展示在烟草动力墙上，并且 暴露在包装致密的烟草电力墙中会影响使用意图。将使用意图建模为 包装标准化在受控零售环境中的作用，本研究将利用兰德 StoreLab(RSL)，一个真人大小的便利店复制品。一种显示烟草包装的条件 有部分颜色标准化将在受试者之间对照两个比较条件进行测试 设计。年轻人将被随机分成三种情况之一在RSL购物(条件是 由分配给标准化颜色的包装表面积相对于商标(®)的百分比来描述 品牌)。部分颜色标准化条件将显示50%颜色的包裹 标准化/50%®品牌。两种对比条件为：(1)100%标准化/0%品牌 (完全标准化)和0%标准化/100%品牌(完全品牌)。烟草使用意向将是 因变量。调解者(例如，注意力；感知到的味道和危害)和协调者(即 (烟草使用)也将进行测试。这些结果有可能提供第一个证据，说明部分颜色 标准化影响重要的烟草使用结果。

Tobacco packaging influences tobacco use behavior. Branded package characteristics like color and artwork are designed to command attention and to prompt consumers to have more favorable cognitions about a product’s flavor and its potential harms; and more favorable cognitions are related to increased tobacco use intentions and behavior. Standardizing tobacco packages is designed to diminish the favorable cognitions brought about by branded packages. In its most comprehensive form, standardized packages have a uniform drab color with the brand name and variant appearing in a uniform font size, type, and color in the same location on each package; no colors or artwork are permitted. By removing elements of packaging that influence perceptions of product flavor, safety, and tobacco product users, the hope is that the resulting packages will lose their influence on consumers. A comprehensive approach to standardizing tobacco product packaging is not possible in the United States because such an action would impinge on the tobacco industry’s First Amendment-protected commercial free speech rights and devalue longstanding trademarks. A more narrowly focused version of a standardized packaging regulation will be needed in order for it to be legally implemented in the US; for example, standardizing the color of a portion of tobacco packages while permitting the display of branded information on other parts of packages (i.e., partial color standardization). The proposed study will experimentally evaluate the extent to which partially standardizing the color of tobacco packaging influences tobacco use intentions among young adults who have varying levels of tobacco use experience. The retail environment is an important context in which to study standardized packaging because hundreds of branded tobacco product packages are prominently displayed on the tobacco power wall in this environment, and exposure to package-dense tobacco power walls influences use intentions. To model use intentions as a function of packaging standardization in a controlled retail setting, this research will utilize the RAND StoreLab (RSL), a life-sized replica of a convenience store. A condition that displays tobacco packages that have partial color standardization will be tested against two comparison conditions in a between-subjects design. Young adults will be randomized to shop in the RSL in one of three conditions (conditions are described by the percent of package surface area allocated to standardized color relative to trademark (®) branding). The partial color standardization condition will display packages that are 50% color standardized/50% ® branded. The two comparison conditions are: (1) 100% standardized/0% ® branded (fully standardized) and 0% standardized/100% ® branded (fully branded). Tobacco use intentions will be the dependent variable. Mediators (e.g., attention; perceived flavor and harms) and moderators (i.e., level of tobacco use) will also be tested. The results have the potential to provide first evidence of how partial color standardization influences important tobacco use outcomes.