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

烟草包装影响烟草使用行为。品牌包装的特点，如颜色和艺术品， 旨在引起注意，并促使消费者对产品的 香味及其潜在危害;更有利的认知与增加烟草使用意图有关 和行为。标准化烟草包装的目的是减少有利的认知所带来的 品牌包装。在其最全面的形式，标准化的包装有一个统一的单调的颜色， 品牌名称和变体以统一的字体大小、类型和颜色出现在每个 包装;不允许使用颜色或艺术品。通过去除包装中影响人们对 产品风味，安全性和烟草产品用户，希望由此产生的包装将失去他们的 对消费者的影响。烟草产品包装标准化的全面方法 在美国，这是可能的，因为这样的行动将冲击烟草业的第一个 修正案保护的商业言论自由权和贬值长期商标。A更窄 一个标准化的包装法规的重点版本将需要为了使其合法实施 在美国，例如，标准化烟草包装部分的颜色，同时允许显示 包装的其它部分上的品牌信息（即，部分颜色标准化）。拟定的研究将 实验评估部分标准化烟草包装颜色的影响程度 有不同程度烟草使用经验的年轻人的烟草使用意图。零售 环境是研究标准化包装的重要背景，因为数百个品牌 在这种环境中，烟草产品包装显著地展示在烟草粉末墙上，并且 暴露于包装密集的烟草粉末壁影响使用意图。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。一种展示烟草包装的条件， 将在受试者间的两个比较条件下测试部分颜色标准化 设计年轻的成年人将被随机分配到RSL中的三种条件之一（条件是 通过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 标准化/50%®品牌化。两个比较条件分别是：（1）100%标准化/0%®品牌化 （完全标准化）和0%标准化/100%®品牌化（完全品牌化）。烟草使用意愿将是 因变量。调解人（例如，注意力;感知的味道和危害）和调节器（即，水平 烟草使用）也将进行测试。这些结果有可能提供第一个证据，证明部分颜色 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.