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The Effect of Cigarillo Packaging Characteristics on Young Adult Perceptions and Intentions: An Experimental Study

Research demonstrates that characteristics of cigarette packaging influence consumer product perceptions, yet the current literature on the impact of cigar packaging is limited. This study aims to examine how different cigarillo packaging features influence young adult cigar smokers’ perceptions. In...

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Autores principales: Delnevo, Cristine D., Jeong, Michelle, Ganz, Ollie, Giovenco, Daniel P., Miller Lo, Erin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8073489/
https://www.ncbi.nlm.nih.gov/pubmed/33921793
http://dx.doi.org/10.3390/ijerph18084330
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author Delnevo, Cristine D.
Jeong, Michelle
Ganz, Ollie
Giovenco, Daniel P.
Miller Lo, Erin
author_facet Delnevo, Cristine D.
Jeong, Michelle
Ganz, Ollie
Giovenco, Daniel P.
Miller Lo, Erin
author_sort Delnevo, Cristine D.
collection PubMed
description Research demonstrates that characteristics of cigarette packaging influence consumer product perceptions, yet the current literature on the impact of cigar packaging is limited. This study aims to examine how different cigarillo packaging features influence young adult cigar smokers’ perceptions. In 2016, we recruited past-year cigar users aged 18–34 from Amazon Mechanical Turk (N = 1260). We utilized a 2 × 2 × 3 × 2 between-subjects factorial design, randomly assigning participants to view one of 24 images of a cigarillo package that varied by brand (Black & Mild vs. Swisher Sweets), brand name (full vs. abbreviated), color (brown vs. green vs. purple), and price promotion (present vs. absent). Participants rated the product on several perceptions and purchase intentions, and they reported on cigar use and demographics. Overall, color and brand name influenced perceptions, but effects varied by brand. For Swisher Sweets, only price promotions influenced perceptions (e.g., taste, use for marijuana); for Black & Mild, all packaging features influenced perceptions (e.g., harshness, tobacco quality), and price promotions increased purchase intentions. Our findings also raise questions that product features may interact with one another, with certain features, such as color, overpowering other attributes. More research is needed to understand the impact of other packaging features, such as warning labels, on product perceptions across a variety of brands.
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spelling pubmed-80734892021-04-27 The Effect of Cigarillo Packaging Characteristics on Young Adult Perceptions and Intentions: An Experimental Study Delnevo, Cristine D. Jeong, Michelle Ganz, Ollie Giovenco, Daniel P. Miller Lo, Erin Int J Environ Res Public Health Article Research demonstrates that characteristics of cigarette packaging influence consumer product perceptions, yet the current literature on the impact of cigar packaging is limited. This study aims to examine how different cigarillo packaging features influence young adult cigar smokers’ perceptions. In 2016, we recruited past-year cigar users aged 18–34 from Amazon Mechanical Turk (N = 1260). We utilized a 2 × 2 × 3 × 2 between-subjects factorial design, randomly assigning participants to view one of 24 images of a cigarillo package that varied by brand (Black & Mild vs. Swisher Sweets), brand name (full vs. abbreviated), color (brown vs. green vs. purple), and price promotion (present vs. absent). Participants rated the product on several perceptions and purchase intentions, and they reported on cigar use and demographics. Overall, color and brand name influenced perceptions, but effects varied by brand. For Swisher Sweets, only price promotions influenced perceptions (e.g., taste, use for marijuana); for Black & Mild, all packaging features influenced perceptions (e.g., harshness, tobacco quality), and price promotions increased purchase intentions. Our findings also raise questions that product features may interact with one another, with certain features, such as color, overpowering other attributes. More research is needed to understand the impact of other packaging features, such as warning labels, on product perceptions across a variety of brands. MDPI 2021-04-19 /pmc/articles/PMC8073489/ /pubmed/33921793 http://dx.doi.org/10.3390/ijerph18084330 Text en © 2021 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Delnevo, Cristine D.
Jeong, Michelle
Ganz, Ollie
Giovenco, Daniel P.
Miller Lo, Erin
The Effect of Cigarillo Packaging Characteristics on Young Adult Perceptions and Intentions: An Experimental Study
title The Effect of Cigarillo Packaging Characteristics on Young Adult Perceptions and Intentions: An Experimental Study
title_full The Effect of Cigarillo Packaging Characteristics on Young Adult Perceptions and Intentions: An Experimental Study
title_fullStr The Effect of Cigarillo Packaging Characteristics on Young Adult Perceptions and Intentions: An Experimental Study
title_full_unstemmed The Effect of Cigarillo Packaging Characteristics on Young Adult Perceptions and Intentions: An Experimental Study
title_short The Effect of Cigarillo Packaging Characteristics on Young Adult Perceptions and Intentions: An Experimental Study
title_sort effect of cigarillo packaging characteristics on young adult perceptions and intentions: an experimental study
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8073489/
https://www.ncbi.nlm.nih.gov/pubmed/33921793
http://dx.doi.org/10.3390/ijerph18084330
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