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We propose a timely study that will examine
adolescents’ beliefs, attitudes, purchase intentions, and behaviors
related to “flavored” and “natural” cigarettes. Critics have argued
that flavored cigarettes are designed to appeal to youth and to
encourage trial, and that products billed as natural may be perceived as
healthier. However, to our knowledge, no empirical evidence exists that
documents preferences for flavored and natural (vs. traditional)
brands. Recently proposed legislation to grant the FDA the authority to
regulate tobacco would include provisions to restrict tobacco
promotions that appeal to children and to
prohibit misleading health claims. A closer examination of consumer
preferences for these products is needed to provide evidence-based
guidance for policymakers. The proposed experiment will
therefore have as primary objectives:
- To examine the
appeal of flavored vs. traditional cigarettes among adolescents.
More specifically, we will assess whether adolescents’ beliefs,
attitudes, and intentions regarding cigarette brands are more
favorable when a flavor claim is made.
- To examine the
appeal and perceived safety of natural vs. traditional cigarettes
among adolescents. For example, do youth consider natural
cigarettes to be safer, healthier, and less addictive than
traditional cigarettes?
- To determine how a
tombstone or plain-text-only package design will affect product
perceptions, beliefs, attitudes, and intentions relative to
traditional packaging.
- To examine other
potential moderators (such as gender, tobacco use,
sensation-seeking, and ad skepticism) of the effects of flavored and
natural claims on brand beliefs, attitudes, and intentions.
In the proposed study, 480 high-school youth will
be randomly assigned to view package images in one of four
package-design conditions: traditional,
flavored, natural, and generic. We include a generic condition since
some believe that this format could be a proposed restriction on
packaging and that its potential impact should be explored. We focus on
packages because of the critical role played by packaging in
establishing brand identity, and because the process of viewing and
evaluating packages is similar to what might take place at
point-of-purchase. Within each package condition, participants will
view images of two existing brands and one fictitious brand.
Participants will then answer questions on brand-related beliefs,
attitudes, and purchase intentions, and on key potential moderators.
Data will be analyzed using a multilevel model approach to test
hypotheses and explore research questions based on the objectives above.
The study will build on the findings and expertise
of the proposed investigators, who each have substantial experience in
substance-abuse policy research, experimental design, measurement
construction, and the development of marketing communications for
experimental testing. In addition, the researchers have proven records
of disseminating findings to key constituents via leading journals and
other avenues. Findings have considerable potential to impact the
current policy debate on tobacco control. For example, perceptions of
greater appeal and safety of these products may have implications for
advertising and packaging restrictions, warning labels, and proposed
product bans. Further, findings have the
potential to inform counteradvertisement strategies.
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