January 12th, 2011 Brussels
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Transcript of January 12th, 2011 Brussels
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*January 12th, 2011Brussels
French studies on tobacco plain packaging
Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France
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*Toxic products
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*Tobacco products
ARE TOXIC:500 000 (Europe)5 millions (world)
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*Plain packaging (& visual warnings), an opportunity to break the impact of packaging Camel20 cigarettes
Article 11Marlboro20 cigarettes
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*French research aimTo assess the impact of :
Plain packaging vs current packagingPictorial vs textual warnings
on attractiveness of the pack and smoking intentions
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*1- Qualitative research 6 focus groups50 people (smokers & non smokers)familiar brand and objectreminds Marlboro advertising in general attractive color (red)
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not attractive, dull, sad, cold evoke death, ash, smokelook like a toxic productdont want to touch it & to buy it
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*Marlboro packGrey plain packWhite plain pack
Textual+pictorial
warnings
151 individuals149 individuals150 individuals153 individuals151 individuals151 individuals
Textual
warnings
2- Quantitative study (905 people)
- *Mean (out of 5)Pack effect: F=73.71; p
- *Effect of pack design & warnings on motivation to purchase the packMean (out of 5)Pack effect: F=44.94 ; p
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*Effect of pack design & warnings for convincing non smokersnot to start smoking (non smokers only) Pack effect: F=9.6 p=.002Mean (out of 5)text text and pictorial
- *Effect of pack design & warnings for convincing smokers to quit smoking (smokers only)Warning effect: F=34.87 ; p
- *Effect of pack design & warnings on the desire to take a cigarette from the pack (smokers only)Pack effect: F=17.26 ; p
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*In summary:
Tobacco packaging is a powerful advertising tool
Plain packaging (& pictorial warnings) can undermine this advertising function
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*THANK YOU FOR LISTENING.
[email protected] / MILDT / INSERM (funding 06/2D07080192-3/LL-LC)
*We used real pack that was made by a professional. We inserted cigarettes in all tested packs.