KMID : 0613620180380030303
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Health Social Welfare Review 2018 Volume.38 No. 3 p.303 ~ p.330
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Cigarette Packages as Marketing Communication Tools: Predictive Roles of Cigarette Package Elements in Perceptions and Choices of Low-Tar and Flavored Cigarette
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Paek Hye-Jin
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Abstract
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This study analyzed an online survey of 531 smokers aged 14-62 to examine the following: (1) their perceptions of low-tar cigarettes; (2) their choices of cigarettes among six popular low-tar and flavored cigarette brands in terms of perceptions and preferences; and (3) cigarette package elements that predicted their choices. Differences among these examinations were also compared across three age groups: adolescents (age 14-19), young adults (20-24), and adults (25+). Results are as follows. First, smokers across all three age groups perceived low-tar cigarettes to be smoother and milder. These perceptions were particularly high among the adult age group, whereas the perception that low-tar cigarettes are less harmful than regular cigarettes was highest among adolescents. Second, regardless of age group, the highest number of respondents selected the ¡°ESSE Su (1mg)¡± brand as smoothest and least harmful. In addition, the highest number of respondents chose ¡°Marlboro Ice Blast One (1mg)¡± as the brand that they want to smoke the most. A series of hierarchical logistic regression analyses showed the following: the significant predictor for choosing Esse Su as the mildest/smoothest and least harmful cigarette was package design (image); the significant predictors of choosing The One White (0.1mg) as the least harmful cigarette were tar amount descriptor and package color; and the significant predictor for choosing Marlboro as the cigarette that most respondents wanted to smoke was package color.
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KEYWORD
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Cigarette Package Marketing Communication, Design, Color, Flavor, Low-Tar, Perceptions of Reduced Harm, Tobacco Marketing
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