title: Plain packaging increases visual attention to health warnings on cigarette packs in non-smokers and weekly smokers but not daily smokers.
abstract: OBJECTIVE
  To assess the impact of plain packaging on visual attention towards health warning information on cigarette packs.
  
  
  METHODS
  Mixed-model experimental design, comprising smoking status as a between-subjects factor, and package type (branded versus plain) as a within-subjects factor.
  
  
  METHODS
  University laboratory.
  
  
  METHODS
  Convenience sample of young adults, comprising non-smokers (n = 15), weekly smokers (n = 14) and daily smokers (n = 14).
  
  
  METHODS
  Number of saccades (eye movements) towards health warnings on cigarette packs, to directly index visual attention.
  
  
  RESULTS
  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.
  
  
  CONCLUSIONS
  Among non-smokers and non-daily cigarette smokers, plain packaging appears to increase visual attention towards health warning information and away from brand information.
authors.affiliation: School of Experimental Psychology and UK Centre for Tobacco Control Studies, University of Bristol, Bristol, UK. marcus.munafo@bristol.ac.uk
authors.forename: Marcus R
authors.initials: MR
authors.lastname: Munafò
authors.forename: Nicole
authors.initials: N
authors.lastname: Roberts
authors.forename: Linda
authors.initials: L
authors.lastname: Bauld
authors.forename: Ute
authors.initials: U
authors.lastname: Leonards
mesh_terms: D000328:Adult; D000704:Analysis of Variance; D001288:Attention; D005133:Eye Movements; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D008297:Male; D040541:Marketing / Q000379:methods; D010775:Photic Stimulation / Q000379:methods; D019064:Product Packaging; D012107:Research Design; D012907:Smoking / Q000453:epidemiology / Q000523:psychology*; D055815:Young Adult