title: Effects of standardised cigarette packaging on craving, motivation to stop and perceptions of cigarettes and packs.
abstract: OBJECTIVE
  To assess whether standardised packs of the form introduced in Australia are associated with a reduction in acute craving and/or an increase in motivation to stop, and to replicate previous findings on perceptions of packaging, perceptions of smokers using it and perceived effects on behaviour.
  
  
  METHODS
  Following abstinence of at least 12 h, 98 regular and occasional smokers were randomised to exposure to their own cigarette package, another branded package or a standardised package.
  
  
  METHODS
  Craving (QSU-brief), motivation to stop, both at baseline and post-exposure. Ratings of 10 attributes concerning package design, perceived smoker characteristics and effects on behaviour, post-exposure only.
  
  
  RESULTS
  For craving, a mixed model ANCOVA showed a significant interaction of packaging and time of measurement (F(2,94) = 8.77, p < .001, partial η(2) = .16). There was no significant main effect or interaction for motivation to stop smoking (p = .9). The standardised pack was perceived to be significantly less appealing and less motivating to buy cigarettes, smokers using them were perceived as less popular and cigarettes from them expected to taste worse.
  
  
  CONCLUSIONS
  Standardised cigarette packaging may reduce acute (hedonic) craving and is associated with more negative perceptions than branded packaging with less prominent health warnings.
authors.affiliation: a Clinical, Educational and Health Psychology , University College London (UCL) , London , UK.
authors.forename: Leonie S
authors.initials: LS
authors.lastname: Brose
authors.forename: Chwen B
authors.initials: CB
authors.lastname: Chong
authors.forename: Emily
authors.initials: E
authors.lastname: Aspinall
authors.forename: Susan
authors.initials: S
authors.lastname: Michie
authors.forename: Andy
authors.initials: A
authors.lastname: McEwen
mesh_terms: D000328:Adult; D001315:Australia; D005260:Female; D006801:Humans; D008297:Male; D009042:Motivation; D010465:Perception; D019064:Product Packaging / Q000592:standards* / Q000706:statistics & numerical data; D012907:Smoking / Q000523:psychology*; D016540:Smoking Cessation / Q000523:psychology*; D000074606:Smoking Prevention; D062789:Tobacco Products; D055815:Young Adult
keywords: craving; motivation to stop smoking; plain packaging; standardised packaging; tobacco control