Standardized cigarette packaging may reduce acute cravings and are associated with less favourable perceptions of appeal, taste, popularity and motivation to buy than branded packs.
These are the findings of a study by Leonie Brose and her colleagues from University College London that will be presented at the British Psychological Society’s Division of Health Psychology annual conference today, Thursday 12 September, in Brighton.
In the study 98 smokers rated their craving and motivation to stop before and after being exposed to their own cigarette package, another branded package or a standardized pack.
Acute motivation to stop was not affected but using packs similar to those introduced in Australia, previous research findings could be replicated - standardized packs of cigarettes were less appealing and smokers using them were perceived as less popular. In addition, people who were given the standardized packs expected the cigarettes to taste worse, compared to the branded packs.
Leonie explained that: “Cravings were significantly lower in the standardized pack compared with the branded packs, which may help reduce consumption and support any quit attempts. standardized cigarette packaging can help reduce smoking prevalence by reducing uptake and by helping smokers who are trying to stop.”
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