Impact of Tobacco Packaging and Product Features on Consumer Perceptions

Audience: This work will most likely benefit the design and development of educational programs to correct misperceptions about the risks of different tobacco products. Key Points: Data were collected via face-to-face interviews conducted in 2011 with 618 current and 602 noncurrent cigarette or smokeless tobacco users (ages 18-35) in 3 US cities. Additionally, focus groups with high school students were conducted to assess how teenagers perceive differences in tobacco packaging. Participants were presented with packs and products for both cigarettes and smokeless tobacco varying in shape and size and asked to rate them on dimensions of appeal and risk. Educational Experience: Regardless of tobacco use status, respondents tended to rate longer length cigarettes (120mm) as most dangerous and addictive and superslim cigarettes as least dangerous to health. Respondents overwhelmingly rated unfiltered cigarettes as more dangerous compared to filtered cigarettes. Filtered cigarettes with cork-colored tipping paper were rated as better tasting but higher risk compared to those with white tipping paper. Regarding smokeless tobacco, respondents rated dip as most dangerous and dissolvable products as least dangerous. Dissolvables were perceived as being most attractive to teenagers. Focus groups with teenagers noted that dissolvable products were less detectible if used in school. Benefits: Overall, findings suggest that tobacco users and non-users rate products based in part on pack design and product configurations. The FDA should consider standardizing package and product shape, which could reduce consumer misperceptions arising from variations in product packaging and design configurations used for marketing purposes.