title: The Impact of Cigarette Packaging Design Among Young Females in Canada: Findings From a Discrete Choice Experiment.
abstract: BACKGROUND
  The tobacco industry uses various aspects of cigarette packaging design to market to specific groups. The current study examined the relative importance of five cigarette packaging attributes--pack structure (eg, "slims"), brand, branding, warning label size, and price--on perceptions of product taste, harm, and interest in trying, among young females in Canada.
  
  
  METHODS
  A discrete choice experiment was conducted with smoking and nonsmoking females, aged 16 to 24 (N = 448). Respondents were shown 10 choice sets, each containing four packs with different combinations of the attributes: pack structure (slim, lipstick, booklet, traditional); brand ("Vogue," "du Maurier"); branding (branded, plain); warning label size (50%, 75%); and price ($8.45, $10.45). For each choice set, respondents chose the brand that they: (1) would rather try, (2) would taste better, and (3) would be less harmful, or "none." For each outcome, the attributes' impact on consumer choice was analyzed using a multinomial logit model.
  
  
  RESULTS
  The multinomial logit analyses revealed that young females weighted pack structure to be most important to their intention to try (46%), judgment of product taste (52%), and judgment of product harm (48%). Price and branding were weighted important in trial intent decisions (23% and 18%, respectively) and product taste judgments (29% and 15%, respectively). Whereas warning label size and brand were weighted important when judging product harm (23% and 17%, respectively).
  
  
  CONCLUSIONS
  The findings suggest that standardized cigarette packaging may decrease demand and reduce misleading perceptions about product harm among young females.
authors.affiliation: School of Public Health and Health Systems, University of Waterloo, Ontario, Canada;
authors.forename: Kathy
authors.initials: K
authors.lastname: Kotnowski
authors.affiliation: Department of Psychology, University of Waterloo, Ontario, Canada; Ontario Institute for Cancer Research, Ontario, Canada;
authors.forename: Geoffrey T
authors.initials: GT
authors.lastname: Fong
authors.affiliation: EHESP School of Public Health, Institute of Management, Rennes, France;
authors.forename: Karine
authors.initials: K
authors.lastname: Gallopel-Morvan
authors.affiliation: Marketing and Consumer Studies, University of Guelph, Ontario, Canada.
authors.forename: Towhidul
authors.initials: T
authors.lastname: Islam
authors.affiliation: School of Public Health and Health Systems, University of Waterloo, Ontario, Canada; dhammond@uwaterloo.ca.
authors.forename: David
authors.initials: D
authors.lastname: Hammond
mesh_terms: D000293:Adolescent; D002170:Canada; D002755:Choice Behavior; D003132:Commerce; D005260:Female; D006801:Humans; D033182:Intention; D007600:Judgment; D016015:Logistic Models; D019064:Product Packaging; D012907:Smoking / Q000523:psychology*; D011795:Surveys and Questionnaires; D019460:Tobacco Industry; D062789:Tobacco Products; D055815:Young Adult