Influence of premium versus value brand names on the smoking experience in a plain packaging environment: an experimental study. Issue 1 (16th January 2017)

• Record Type: Journal Article
• Authors: Skaczkowski, Gemma; Durkin, Sarah; Kashima, Yoshihisa; Wakefield, Melanie
• Is Part Of: BMJ open. Volume 7:Issue 1(2017)
• Publication Date: 2017-01-16
• Subjects: Tobacco Products -- Branding -- Taste Perception -- Sensation Transfer; Medicine -- Research -- Periodicals; 610.72
• DOI: 10.1136/bmjopen-2016-014099
• Languages: English
• ISSNs: 2044-6055

Abstract

Abstract : Objective: To examine the effect of branding, as indicated by brand name, on evaluation of the cigarette smoking experience. Design: Between-subjects and within-subjects experimental study. Participants were randomly allocated to smoke a cigarette from a pack featuring a premium brand name and a cigarette from a pack featuring a value brand name. Within each condition, participants unknowingly smoked two identical cigarettes (either two premium or two value cigarettes). Setting: Australia, October 2014, 2 years after tobacco plain packaging implementation. Participants: 81 current cigarette smokers aged 19–39 years. From apparently premium and value brand-name packs, 40 smokers were allocated to smoke the same actual premium cigarettes and 41 were allocated to smoke the same actual value cigarettes. Primary outcome measures: Experienced taste (flavour, satisfaction, enjoyment, quality, liking, mouthfeel and aftertaste), harshness, dryness, staleness, harm/strength measures (strength, tar, lightness, volume of smoke), draw effort and purchase intent. Results: Cigarettes given a premium brand name were rated as having a better taste, were less harsh and less dry than identical cigarettes given a value brand name. This pattern was observed irrespective of whether the two packs actually contained premium or value cigarettes. These effects were specific: the brand name did not influence ratings of cigarette variant attributes (strength, tar, volume of smoke, lightness and draw effort). Conclusions: Despite the belief that brand names represent genuine differences between cigarette products, the results suggest that at least some of this perceived sensory difference is attributable to brand image.