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Influence of cigarette packet branding and colours on young male smokers’ recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study

OBJECTIVES: To explore how cigarette packet branding and colours influence young male smokers’ perceptions of tobacco brands in Cambodia. DESIGN: Mixed-methods study. SETTING: Worksites, living accommodations, a university and public locations in Phnom Penh, Cambodia. PARTICIPANTS: 147 male Cambodia...

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Autores principales: Stubbs, Thomas, White, Victoria, Yong, Hua-Hie, Chhordaphea, Chhea, Toumbourou, John W
Formato: Online Artículo Texto
Lenguaje:English
Publicado: BMJ Publishing Group 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9494600/
https://www.ncbi.nlm.nih.gov/pubmed/36130742
http://dx.doi.org/10.1136/bmjopen-2022-064202
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author Stubbs, Thomas
White, Victoria
Yong, Hua-Hie
Chhordaphea, Chhea
Toumbourou, John W
author_facet Stubbs, Thomas
White, Victoria
Yong, Hua-Hie
Chhordaphea, Chhea
Toumbourou, John W
author_sort Stubbs, Thomas
collection PubMed
description OBJECTIVES: To explore how cigarette packet branding and colours influence young male smokers’ perceptions of tobacco brands in Cambodia. DESIGN: Mixed-methods study. SETTING: Worksites, living accommodations, a university and public locations in Phnom Penh, Cambodia. PARTICIPANTS: 147 male Cambodian smokers (18–24 years). INTERVENTIONS: Participants were shown mock-up pictures of different cigarette packet branding and colour variations and asked to respond to close-ended and short-response questions. OUTCOME MEASURES: Brand recognition, appeal and harm perceptions of cigarette packet branding and colours. RESULTS: When shown three packets with brand names removed, 98.6% of participants recognised packet one as Mevius brand, 21.1% recognised packet two as Marlboro and 38.8% recognised packet three as 555. For the three fully-branded and three matching plain packets, most participants selected a fully-branded packet as the most appealing taste (83.0%) and most appealing to youth (81.7%). Participants described their chosen brand as appealing due to beliefs about its superior taste/quality, reduced harm and symbolic attitudes surrounding tobacco brands and smokers of different brands in a social status hierarchy. When shown six different colours of unbranded packets, participants selected the blue packet (51.0%) as the most appealing for taste, the white packet as the least harmful (25.2%), and the red (15.0%) and black (12.9%) packets as the most harmful to health. They described their associations of packet colours with abstract imagery concerning smoking-related harms and their future well-being. CONCLUSIONS: Findings suggest that packet branding and colours influence young male smokers’ recognition, appeal and harm perceptions of tobacco brands in Cambodia and remain an influential marketing tool for tobacco companies where advertising is banned. Consequently, Cambodia and other low and middle-income countries in Southeast Asia should implement plain packaging.
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spelling pubmed-94946002022-09-23 Influence of cigarette packet branding and colours on young male smokers’ recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study Stubbs, Thomas White, Victoria Yong, Hua-Hie Chhordaphea, Chhea Toumbourou, John W BMJ Open Smoking and Tobacco OBJECTIVES: To explore how cigarette packet branding and colours influence young male smokers’ perceptions of tobacco brands in Cambodia. DESIGN: Mixed-methods study. SETTING: Worksites, living accommodations, a university and public locations in Phnom Penh, Cambodia. PARTICIPANTS: 147 male Cambodian smokers (18–24 years). INTERVENTIONS: Participants were shown mock-up pictures of different cigarette packet branding and colour variations and asked to respond to close-ended and short-response questions. OUTCOME MEASURES: Brand recognition, appeal and harm perceptions of cigarette packet branding and colours. RESULTS: When shown three packets with brand names removed, 98.6% of participants recognised packet one as Mevius brand, 21.1% recognised packet two as Marlboro and 38.8% recognised packet three as 555. For the three fully-branded and three matching plain packets, most participants selected a fully-branded packet as the most appealing taste (83.0%) and most appealing to youth (81.7%). Participants described their chosen brand as appealing due to beliefs about its superior taste/quality, reduced harm and symbolic attitudes surrounding tobacco brands and smokers of different brands in a social status hierarchy. When shown six different colours of unbranded packets, participants selected the blue packet (51.0%) as the most appealing for taste, the white packet as the least harmful (25.2%), and the red (15.0%) and black (12.9%) packets as the most harmful to health. They described their associations of packet colours with abstract imagery concerning smoking-related harms and their future well-being. CONCLUSIONS: Findings suggest that packet branding and colours influence young male smokers’ recognition, appeal and harm perceptions of tobacco brands in Cambodia and remain an influential marketing tool for tobacco companies where advertising is banned. Consequently, Cambodia and other low and middle-income countries in Southeast Asia should implement plain packaging. BMJ Publishing Group 2022-09-21 /pmc/articles/PMC9494600/ /pubmed/36130742 http://dx.doi.org/10.1136/bmjopen-2022-064202 Text en © Author(s) (or their employer(s)) 2022. Re-use permitted under CC BY-NC. No commercial re-use. See rights and permissions. Published by BMJ. https://creativecommons.org/licenses/by-nc/4.0/This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0/ (https://creativecommons.org/licenses/by-nc/4.0/) .
spellingShingle Smoking and Tobacco
Stubbs, Thomas
White, Victoria
Yong, Hua-Hie
Chhordaphea, Chhea
Toumbourou, John W
Influence of cigarette packet branding and colours on young male smokers’ recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study
title Influence of cigarette packet branding and colours on young male smokers’ recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study
title_full Influence of cigarette packet branding and colours on young male smokers’ recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study
title_fullStr Influence of cigarette packet branding and colours on young male smokers’ recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study
title_full_unstemmed Influence of cigarette packet branding and colours on young male smokers’ recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study
title_short Influence of cigarette packet branding and colours on young male smokers’ recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study
title_sort influence of cigarette packet branding and colours on young male smokers’ recognition, appeal and harm perceptions of tobacco brands in cambodia: a mixed-methods study
topic Smoking and Tobacco
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9494600/
https://www.ncbi.nlm.nih.gov/pubmed/36130742
http://dx.doi.org/10.1136/bmjopen-2022-064202
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