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Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging

This study tests a social identity based mechanism for the effectiveness of plain tobacco packaging legislation, introduced in Australia in December 2012, to reduce cigarette smoking. 178 Australian smokers rated their sense of identification with fellow smokers of their brand, positive brand stereo...

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Autores principales: Webb, Hugh, Jones, Benjamin M., McNeill, Kathleen, Lim, Li, Frain, Andrew J., O'Brien, Kerry J., Skorich, Daniel P., Hoffmann, Peta, Cruwys, Tegan
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier 2017
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5800577/
https://www.ncbi.nlm.nih.gov/pubmed/29450227
http://dx.doi.org/10.1016/j.abrep.2017.02.003
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author Webb, Hugh
Jones, Benjamin M.
McNeill, Kathleen
Lim, Li
Frain, Andrew J.
O'Brien, Kerry J.
Skorich, Daniel P.
Hoffmann, Peta
Cruwys, Tegan
author_facet Webb, Hugh
Jones, Benjamin M.
McNeill, Kathleen
Lim, Li
Frain, Andrew J.
O'Brien, Kerry J.
Skorich, Daniel P.
Hoffmann, Peta
Cruwys, Tegan
author_sort Webb, Hugh
collection PubMed
description This study tests a social identity based mechanism for the effectiveness of plain tobacco packaging legislation, introduced in Australia in December 2012, to reduce cigarette smoking. 178 Australian smokers rated their sense of identification with fellow smokers of their brand, positive brand stereotypes, quitting behaviours and intentions, and smoking intensity, both before and seven months after the policy change. Mediation analyses showed that smokers, especially those who initially identified strongly with their brand, experienced a significant decrease in their brand identity following the introduction of plain packaging and this was associated with lower smoking behaviours and increased intentions to quit. The findings provide the first quantitative evidence that brand identities may help maintain smoking behaviour, and suggest the role of social-psychological processes in the effectiveness of public health policy.
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spelling pubmed-58005772018-02-15 Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging Webb, Hugh Jones, Benjamin M. McNeill, Kathleen Lim, Li Frain, Andrew J. O'Brien, Kerry J. Skorich, Daniel P. Hoffmann, Peta Cruwys, Tegan Addict Behav Rep Virtual Special Section on ‘Social identity and addictive behaviours’; Edited by Ian Albery, Dan Frings, Tegan Cruwys, and Genevieve Dingle This study tests a social identity based mechanism for the effectiveness of plain tobacco packaging legislation, introduced in Australia in December 2012, to reduce cigarette smoking. 178 Australian smokers rated their sense of identification with fellow smokers of their brand, positive brand stereotypes, quitting behaviours and intentions, and smoking intensity, both before and seven months after the policy change. Mediation analyses showed that smokers, especially those who initially identified strongly with their brand, experienced a significant decrease in their brand identity following the introduction of plain packaging and this was associated with lower smoking behaviours and increased intentions to quit. The findings provide the first quantitative evidence that brand identities may help maintain smoking behaviour, and suggest the role of social-psychological processes in the effectiveness of public health policy. Elsevier 2017-02-14 /pmc/articles/PMC5800577/ /pubmed/29450227 http://dx.doi.org/10.1016/j.abrep.2017.02.003 Text en © 2017 Published by Elsevier B.V. http://creativecommons.org/licenses/by-nc-nd/4.0/ This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
spellingShingle Virtual Special Section on ‘Social identity and addictive behaviours’; Edited by Ian Albery, Dan Frings, Tegan Cruwys, and Genevieve Dingle
Webb, Hugh
Jones, Benjamin M.
McNeill, Kathleen
Lim, Li
Frain, Andrew J.
O'Brien, Kerry J.
Skorich, Daniel P.
Hoffmann, Peta
Cruwys, Tegan
Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging
title Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging
title_full Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging
title_fullStr Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging
title_full_unstemmed Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging
title_short Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging
title_sort smoke signals: the decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging
topic Virtual Special Section on ‘Social identity and addictive behaviours’; Edited by Ian Albery, Dan Frings, Tegan Cruwys, and Genevieve Dingle
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5800577/
https://www.ncbi.nlm.nih.gov/pubmed/29450227
http://dx.doi.org/10.1016/j.abrep.2017.02.003
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