Do Plain Packaging and Pictorial Warnings Affect Smokers' and Non‐Smokers' Behavioral Intentions?

Do Plain Packaging and Pictorial Warnings Affect Smokers' and Non‐Smokers' Behavioral Intentions? This research considers how tobacco warnings, plain packaging, and interactions between these measures affect behavioral intentions. While existing literature shows the superiority of pictorial warning labels (PWLs) vs. text‐only tobacco warnings, few studies have examined the interaction effects of warnings and plain packaging on smoking intentions. Nor has earlier work examined the influence of smoking status (smoker vs. non‐smoker) on both warning and plain packaging effectiveness. Our experimental study addressed this gap by surveying 338 individuals using a factorial design with two manipulated factors (PWLs vs. text‐only warnings; plain pack vs. current branded tobacco pack). Results show that the plain pack and warnings work independently and in unison to influence smokers' and non‐smokers' behavioral intentions. The findings are particularly relevant to the many countries currently considering plain packaging and facing opposition from tobacco companies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Affairs Wiley

Do Plain Packaging and Pictorial Warnings Affect Smokers' and Non‐Smokers' Behavioral Intentions?

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Publisher
Wiley Subscription Services, Inc., A Wiley Company
Copyright
Copyright 2018 by The American Council on Consumer Interests
ISSN
0022-0078
eISSN
1745-6606
D.O.I.
10.1111/joca.12145
Publisher site
See Article on Publisher Site

Abstract

This research considers how tobacco warnings, plain packaging, and interactions between these measures affect behavioral intentions. While existing literature shows the superiority of pictorial warning labels (PWLs) vs. text‐only tobacco warnings, few studies have examined the interaction effects of warnings and plain packaging on smoking intentions. Nor has earlier work examined the influence of smoking status (smoker vs. non‐smoker) on both warning and plain packaging effectiveness. Our experimental study addressed this gap by surveying 338 individuals using a factorial design with two manipulated factors (PWLs vs. text‐only warnings; plain pack vs. current branded tobacco pack). Results show that the plain pack and warnings work independently and in unison to influence smokers' and non‐smokers' behavioral intentions. The findings are particularly relevant to the many countries currently considering plain packaging and facing opposition from tobacco companies.

Journal

Journal of Consumer AffairsWiley

Published: Jan 1, 2018

References

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