Effects of brand variants on smokers’ choice behaviours and risk perceptions

摘要: Background Australian tobacco companies have introduced evocative variant names that could re-create the aspirational connotations plain packaging aims to remove. To inform future regulation, we explored how brand descriptors affected smokers’ responses packs featuring different name combinations. Methods An online survey of 254 daily smokers or social aged between 18 and 34 used a within-subjects best-worst experiment estimate relative effects names. A 2×4×4×4 design contained four attributes: quality (premium none), taste (smooth, fine, rich none) connotation (classic, midnight, infinite colour (red, blue, white none). In between-subjects component, respondents evaluated one two alternative according its perceived harm ease quitting. Results The most important attribute was connotation, followed by taste, quality; within these attributes, attractive were ‘classic’ ‘smooth’. We identified distinct segments differed significantly in their sociodemographic attributes preferences, although not perceptions quitting associated with variants. Conclusions Some enhance appeal products among groups may undermine packaging9s dissuasive intent. Policymakers should explicitly regulate avoid ‘poetry on package’ evident Australia. Options include disallowing new descriptors, limiting number permitted banning altogether.