title: Consumer perceptions of cigarette pack design in France: a comparison of regular, limited edition and plain packaging.
abstract: BACKGROUND
  In the face of comprehensive bans on the marketing of tobacco products, packaging has become an increasingly important promotional tool for the tobacco industry. A ban on the use of branding on tobacco packaging, known as 'plain' packaging, has emerged as a promising regulatory strategy. The current study sought to examine perceptions of cigarette packaging among adults in France.
  
  
  METHODS
  Adult smokers and non-smokers (N=836) were surveyed using computer-assisted personal interviewing to assess perceptions of pack design by comparing 'regular' branded packs and 'limited edition' packs (with novel designs or innovations) with 'plain' versions of these packs with all branding, including colour, removed.
  
  
  RESULTS
  Plain packs (PP) were less likely than regular packs, and particularly limited edition packs, to be considered attractive, attention grabbing and likely to motivate youth purchase. PPs were also rated as the most effective in convincing non-smokers not to start and smokers to reduce consumption and quit. Logistic regression showed that smokers motivated to quit, in comparison to smokers not motivated to quit, were significantly more likely to consider the PPs as the packs most likely to motivate cessation.
  
  
  CONCLUSIONS
  Novel cigarette packaging, in the form of limited edition packs, had the highest ratings of consumer appeal, ahead of regular branded packs and also PPs. Interestingly, PPs were perceived to be the packs most likely to promote cessation among those adults with quitting intentions. Plain packaging, therefore, may be a means of helping existing adult smokers motivated to quit to do so.
authors: Ecole des Hautes Etudes en Santé Publique, French School of Public Health, Centre de Recherche en Economie et Management, Av du CS 74312, Rennes Cx 35043, France. karine.gallopel-morvan@ehesp.fr
authors: Karine
authors: K
authors: Gallopel-Morvan
authors: Crawford
authors: C
authors: Moodie
authors: David
authors: D
authors: Hammond
authors: Figen
authors: F
authors: Eker
authors: Emmanuelle
authors: E
authors: Beguinot
authors: Yves
authors: Y
authors: Martinet
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D001294:Attitude to Health; D003258:Consumer Behavior; D003625:Data Collection; D005260:Female; D006801:Humans; D007407:Interviews as Topic; D016015:Logistic Models; D008297:Male; D040541:Marketing; D008875:Middle Aged; D009042:Motivation; D010465:Perception; D011356:Product Labeling; D019064:Product Packaging; D016540:Smoking Cessation; D000074606:Smoking Prevention; D019460:Tobacco Industry; D062789:Tobacco Products; D055815:Young Adult