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Youth perceptions of Brand variant names on standardised cigarette packs, and responses to replacing these with numbers: a focus group study in Britain.

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Title: Youth perceptions of Brand variant names on standardised cigarette packs, and responses to replacing these with numbers: a focus group study in Britain.
Authors: Mitchell, Danielle (AUTHOR), Moodie, Crawford (AUTHOR), Ford, Allison (AUTHOR), MacKintosh, Anne Marie (AUTHOR), Critchlow, Nathan (AUTHOR), Bauld, Linda (AUTHOR)
Source: Drugs: Education, Prevention & Policy. Oct2022, Vol. 29 Issue 5, p528-535. 8p.
Subjects: Packaging, Focus groups, Consumer attitudes, Adolescent health, Labels, Marketing, Cost analysis, Descriptive statistics, Tobacco products, Smoking
Geographic Terms: United Kingdom
Abstract: Tobacco companies use brand variant name on cigarette packaging to differentiate, and create interest in, their products. We explored young peoples' reactions to brand variant names on cigarette packs and perceptions of replacing these with numbers, a proposed policy in Turkey. Twelve focus groups, segmented by gender, age (11-12, 13-14, 15-16) and social grade (ABC1, C2DE), were conducted across Britain from May–July 2018 (n = 89). Participants were asked what they thought about brand names in general, and on cigarette packs, and perceptions of replacing the brand variant name on cigarette packs with a number. Brand (variant) name was considered important for products, including cigarettes, and thought to communicate information about the product, image, price, and taste, and encourage purchase. Although replacing brand variant names on cigarette packs with numbers caused confusion, several participants mentioned that it would eliminate any remaining marketing power that the pack may have. They thought that numbered cigarette packs could be off-putting due to the absence of a familiar brand name, although the impact on smokers was considered negligible. Although adolescents were not clear on the rationale for numbered cigarette packs, some suggested that this would reduce one of the few remaining promotional features on standardised packs. [ABSTRACT FROM AUTHOR]
Copyright of Drugs: Education, Prevention & Policy is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Youth perceptions of Brand variant names on standardised cigarette packs, and responses to replacing these with numbers: a focus group study in Britain.
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  Data: Tobacco companies use brand variant name on cigarette packaging to differentiate, and create interest in, their products. We explored young peoples' reactions to brand variant names on cigarette packs and perceptions of replacing these with numbers, a proposed policy in Turkey. Twelve focus groups, segmented by gender, age (11-12, 13-14, 15-16) and social grade (ABC1, C2DE), were conducted across Britain from May–July 2018 (n = 89). Participants were asked what they thought about brand names in general, and on cigarette packs, and perceptions of replacing the brand variant name on cigarette packs with a number. Brand (variant) name was considered important for products, including cigarettes, and thought to communicate information about the product, image, price, and taste, and encourage purchase. Although replacing brand variant names on cigarette packs with numbers caused confusion, several participants mentioned that it would eliminate any remaining marketing power that the pack may have. They thought that numbered cigarette packs could be off-putting due to the absence of a familiar brand name, although the impact on smokers was considered negligible. Although adolescents were not clear on the rationale for numbered cigarette packs, some suggested that this would reduce one of the few remaining promotional features on standardised packs. [ABSTRACT FROM AUTHOR]
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  Data: <i>Copyright of Drugs: Education, Prevention & Policy is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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        Value: 10.1080/09687637.2021.1902479
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      – SubjectFull: Consumer attitudes
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      – SubjectFull: Adolescent health
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      – SubjectFull: Labels
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      – SubjectFull: Marketing
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      – SubjectFull: United Kingdom
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      – TitleFull: Youth perceptions of Brand variant names on standardised cigarette packs, and responses to replacing these with numbers: a focus group study in Britain.
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              M: 10
              Text: Oct2022
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