Plain packaging increases visual attention to health warnings on cigarette packs in non‐smokers and weekly smokers but not daily smokers

AddictionPublished 14 March 2011

Marcus R. Munafò, Nicole Roberts, Linda Bauld, Ute Leonards

DOI10.1111/j.1360-0443.2011.03430.x

Source URL

Citations129

SJR quartileQ1

SJR score2.36

SNIP1.97

TL;DR

Among non-smokers and non-daily cigarette smokers, plain packaging appears to increase visual attention towards health warning information and away from brand information.

Abstract

AIMS: To assess the impact of plain packaging on visual attention towards health warning information on cigarette packs. DESIGN: Mixed-model experimental design, comprising smoking status as a between-subjects factor, and package type (branded versus plain) as a within-subjects factor. SETTING: University laboratory. PARTICIPANTS: Convenience sample of young adults, comprising non-smokers (n = 15), weekly smokers (n = 14) and daily smokers (n = 14). MEASUREMENTS: Number of saccades (eye movements) towards health warnings on cigarette packs, to directly index visual attention. FINDINGS: Analysis of variance indicated more eye movements (i.e. greater visual attention) towards health warnings compared to brand information on plain packs versus branded packs. This effect was observed among non-smokers and weekly smokers, but not daily smokers. CONCLUSION: Among non-smokers and non-daily cigarette smokers, plain packaging appears to increase visual attention towards health warning information and away from brand information.

Keywords

MedicineBusiness, Management and Accounting

Vision ResearchA saliency-based search mechanism for overt and covert shifts of visual attention

3,193 Citations2000L. Itti, Christof Koch

A detailed computer implementation of a saliency map scheme is described, focusing on the problem of combining information across modalities, here orientation, intensity and color information, in a purely stimulus-driven manner, which is applied to common psychophysical stimuli as well as to a very demanding visual search task.

View PDF

Tobacco ControlImpact of graphic and text warnings on cigarette packs: findings from four countries over five years

351 Citations2009R Borland, Nicholas Wilson +8 more

Australia’s new health warnings increased reactions that are prospectively predictive of cessation activity and support arguments for governments to exceed minimum FCTC requirements on warnings.

View PDF

RePEc: Research Papers in EconomicsThe case for the plain packaging of tobacco products

194 Citations2007Becky Freeman, Simon Chapman +1 more

European Journal of Public HealthCigarette pack design and perceptions of risk among UK adults and youth

164 Citations2009David Hammond, Martin Dockrell +3 more

Examination of consumer perceptions of cigarette packs in the UK, including perceptions of 'plain packaging', found removing colours from packs, as well as terms such as 'smooth' 'gold' and 'silver' would significantly reduce false beliefs and increase compliance with existing legislation.

View PDF

Journal of Public HealthThe impact of cigarette package design on perceptions of risk

146 Citations2009David Hammond, Carla M. Parkinson

The findings suggest that current regulations have failed to remove misleading information from tobacco packaging and perceptions of taste were significantly associated with perceptions of tar level and risk.

View PDF

AddictionTobacco health warnings and smoking‐related cognitions and behaviours

116 Citations1997Ron Borland

The new health warnings were more potent at stimulating both thoughts about negative effects of smoking and the appropriate consequent action of not smoking the planned cigarette.

View PDF

Pharmacology Biochemistry and BehaviorCue reactivity in smokers: the effects of perceived cigarette availability and gender

105 Citations2004Matt Field, Theodora Duka

The results suggest that perceived cigarette availability may not influence craving and skin conductance reactivity to smoking cues in minimally dependent smokers who are not nicotine deprived, and that there are important gender differences in craving reactivity in smoking cues.

Health Promotion InternationalTargeting smokers via tobacco product labelling: opportunities and challenges for Pan European health promotion

51 Citations2005Elinor Devlin

This study explored European smokers' response to the introduction of new tobacco product legislation across Europe and the extent to which the new messages were appropriate for smokers in Europe, and the potential to provide targeted and personally relevant messages to smokers via tobacco packs.

International Journal of Nonprofit and Voluntary Sector MarketingExploring the effectiveness of cigarette warning labels: findings from the United States and United Kingdom arms of the International Tobacco Control (ITC) Four Country Survey

26 Citations2007Louise M. Hassan, Edward Shiu +3 more

European Journal of Public HealthPlain packaging: a time for action

9 Citations2009Crawford Moodie, Gerard Hastings

The pack has undermined Article 7 of the current EU Directive and Article 11.1(a) of the Framework Convention on Tobacco Control, which prohibit misleading descriptors, and demonstrates why the time has now come to mandate plain packaging.

View PDF