William J Young1, Ollie Ganz2, Michelle Jeong3, Olivia A Wackowski4, Cristine D Delnevo5. 1. Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, USA. Electronic address: william.j.young@rutgers.edu. 2. Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, USA; Department of Health Behavior, Society and Policy, Rutgers School of Public Health, USA; Rutgers Cancer Institute of New Jersey, USA. Electronic address: og96@cts.rutgers.edu. 3. Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, USA; Department of Health Behavior, Society and Policy, Rutgers School of Public Health, USA; Rutgers Cancer Institute of New Jersey, USA. Electronic address: michelle.jeong@rutgers.edu. 4. Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, USA; Department of Health Behavior, Society and Policy, Rutgers School of Public Health, USA; Rutgers Cancer Institute of New Jersey, USA. Electronic address: wackowol@cts.rutgers.edu. 5. Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, USA; Department of Health Behavior, Society and Policy, Rutgers School of Public Health, USA; Rutgers Cancer Institute of New Jersey, USA. Electronic address: delnevo@cts.rutgers.edu.
Abstract
INTRODUCTION: Tobacco packaging elements have been shown to influence product perceptions and use intentions. Garcia y Vega's Game cigarillos are distinct from other brands in their use of "natural leaf" on packaging. The term "natural" has been linked to misperceptions about lower risk in the context of cigarettes. This study examines the impact of the "natural leaf" descriptor and pack color on young adults' cigarillo perceptions and intentions. METHODS: In April-June 2020, we conducted an online experiment with 1,063 young adults (ages 18-34) that were past year users of cigars, vaping products, or marijuana. Subjects were randomly assigned to view one of eight images of Game cigarillo packs that varied in color and presence of the "natural leaf" descriptor. RESULTS: Purple packaging increased perceptions that the product tasted good, smelled nice, was flavored, and that a typical user was young. "Natural leaf" increased beliefs that the product contained high quality tobacco and that a typical user was trendy. When on grey packs, it increased favorable perceptions compared to when on brightly colored packs, including perceptions that the product tasted good, was fresh, that a typical user was trendy, and that the product was flavored. CONCLUSIONS: This study is the first to present quantitative evidence on the impact of the "natural leaf" descriptor on cigarillo perceptions and intentions, extending work that has been done in the context of cigarettes. Utilizing highly realistic stimuli, findings demonstrate that both the term "natural leaf" and packaging color can increase favorable perceptions of cigarillos.
INTRODUCTION: Tobacco packaging elements have been shown to influence product perceptions and use intentions. Garcia y Vega's Game cigarillos are distinct from other brands in their use of "natural leaf" on packaging. The term "natural" has been linked to misperceptions about lower risk in the context of cigarettes. This study examines the impact of the "natural leaf" descriptor and pack color on young adults' cigarillo perceptions and intentions. METHODS: In April-June 2020, we conducted an online experiment with 1,063 young adults (ages 18-34) that were past year users of cigars, vaping products, or marijuana. Subjects were randomly assigned to view one of eight images of Game cigarillo packs that varied in color and presence of the "natural leaf" descriptor. RESULTS: Purple packaging increased perceptions that the product tasted good, smelled nice, was flavored, and that a typical user was young. "Natural leaf" increased beliefs that the product contained high quality tobacco and that a typical user was trendy. When on grey packs, it increased favorable perceptions compared to when on brightly colored packs, including perceptions that the product tasted good, was fresh, that a typical user was trendy, and that the product was flavored. CONCLUSIONS: This study is the first to present quantitative evidence on the impact of the "natural leaf" descriptor on cigarillo perceptions and intentions, extending work that has been done in the context of cigarettes. Utilizing highly realistic stimuli, findings demonstrate that both the term "natural leaf" and packaging color can increase favorable perceptions of cigarillos.
Authors: Michelle Jeong; Dongyu Zhang; Jennifer C Morgan; Jennifer Cornacchione Ross; Amira Osman; Marcella H Boynton; Jennifer R Mendel; Noel T Brewer Journal: Ann Behav Med Date: 2019-03-28
Authors: Cristine D Delnevo; Daniel P Giovenco; Bridget K Ambrose; Catherine G Corey; Kevin P Conway Journal: Tob Control Date: 2014-04-10 Impact factor: 7.552
Authors: Clare Meernik; Leah M Ranney; Allison J Lazard; KyungSu Kim; Tara L Queen; Aya Avishai; Marcella H Boynton; Paschal J Sheeran; Adam O Goldstein Journal: PLoS One Date: 2018-04-19 Impact factor: 3.240
Authors: Cristine D Delnevo; Michelle Jeong; Ollie Ganz; Daniel P Giovenco; Erin Miller Lo Journal: Int J Environ Res Public Health Date: 2021-04-19 Impact factor: 3.390