The Open UniversitySkip to content
 

Young adult smokers' perceptions of plain packaging: a pilot naturalistic study

Moodie, Crawford; Mackintosh, Anne Marie; Hastings, Gerard and Ford, Allison (2011). Young adult smokers' perceptions of plain packaging: a pilot naturalistic study. Tobacco Control, 20 367-373 .

URL: http://tobaccocontrol.bmj.com/content/20/5/367.abs...
DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1136/tc.2011.042911
Google Scholar: Look up in Google Scholar

Abstract

Aims: To explore the impact, if any, that using plain (non-branded) cigarette packs in real-life settings has on young adult smokers.

Methods: Naturalistic-type research was employed, where smokers used brown ‘plain’ packs for 2 weeks and their regular packs for 2 weeks, in real-life settings. Participants were recruited in Glasgow, Scotland. Of the 140 smokers aged 18–35 years who participated in the naturalistic study, 48 correctly completed and returned all questionnaires. Over the 4-week study period, participants completed a questionnaire twice a week assessing pack perceptions and feelings, feelings about smoking, salience of health warnings and smoking-related behaviours. A subsample of 18 participated in a post-study interview, which employed a semistructured topic guide to assess perceptions and experiences of using plain packs.

Results: Trends in the data show that in comparison with branded packaging, plain packaging increased negative perceptions and feelings about the pack and about smoking. Plain packaging also increased avoidant behaviour (hiding the pack, covering the pack), certain smoking cessation behaviours, such as smoking less around others and forgoing cigarettes, and thinking about quitting. Almost half (n=8) of those in the post-study interview, predominantly women (n=6), reported that the use of plain packs had either increased avoidant behaviour or reduced consumption.

Conclusions: This pilot naturalistic study suggests that plain packaging could potentially help reduce tobacco consumption among some young adult smokers, and women in particular. Employing an innovative research methodology, the findings of this study are consistent with, and indeed support, past plain packaging research.

Item Type: Journal Article
Copyright Holders: 2011 The Authors
ISSN: 0964-4563
Extra Information: This article has a correction
Please see: Tob Control 2012;21:329
http://tobaccocontrol.bmj.com/content/21/3/329.1
doi:10.1136/tc.2011.042911corr1
Academic Unit/Department: Open University Business School
Item ID: 35006
Depositing User: Helen Cooke
Date Deposited: 02 Nov 2012 10:42
Last Modified: 26 Sep 2013 12:49
URI: http://oro.open.ac.uk/id/eprint/35006
Share this page:

Actions (login may be required)

View Item
Report issue / request change

Policies | Disclaimer

© The Open University   + 44 (0)870 333 4340   general-enquiries@open.ac.uk