Plain Packaging, Pictorial Warnings and Tobacco Products: An Empirical Assessment

Hoek, J; Gendall, P; Louviere, JJ

Plain Packaging, Pictorial Warnings and Tobacco Products: An Empirical Assessment

Hoek, J Gendall, P Louviere, JJ

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Publisher:: ANZMAC
Publication Type:: Conference Proceeding
Citation:: Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 8
Issue Date:: 2008-01

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Field	Value	Language
dc.contributor.author	Hoek, J	en_US
dc.contributor.author	Gendall, P	en_US
dc.contributor.author	Louviere, JJ	en_US
dc.contributor.editor	Spanjaard, D	en_US
dc.contributor.editor	Denize, S	en_US
dc.contributor.editor	Sharma, N	en_US
dc.date	2008-12-01	en_US
dc.date.issued	2008-01	en_US
dc.identifier.citation	Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat, 2008, pp. 1 - 8	en_US
dc.identifier.isbn	1863081445	en_US
dc.identifier.uri	http://hdl.handle.net/10453/11425
dc.description.abstract	Although tobacco marketing is restricted, tobacco product packaging continues to communicate brand imagery, thereby maintaining brand salience and potentially reducing the impact of health warnings. This study used respondent conditioning theory to predict how disruption of brand imagery would affect the attractiveness of known, unknown and generic tobacco packages. A best-worst study found that familiar branding offset the negative connotations created by a pictorial warning label (PWL). These are the first findings to document the combined effect of PWLs and plain packaging; they suggest generic packs will stimulate cessation attempts and deter smoking initiation.	en_US
dc.publisher	ANZMAC	en_US
dc.relation.ispartof	Australia and New Zealand Marketing Academy Conference 2008: Marketing: Shifting the Focus from Mainstream to Offbeat	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	Plain Packaging, Pictorial Warnings and Tobacco Products: An Empirical Assessment	en_US
dc.type	Conference Proceeding
utslib.location	Sydney, Australia	en_US
utslib.location.activity	Sydney, Australia	en_US
utslib.for	0806 Information Systems	en_US
dc.location.activity	Sydney, Australia	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Strength - CENSOC - Study of Choice
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Sydney, Australia	en_US
pubs.start-date	2008-12-01	en_US

Abstract:

Although tobacco marketing is restricted, tobacco product packaging continues to communicate brand imagery, thereby maintaining brand salience and potentially reducing the impact of health warnings. This study used respondent conditioning theory to predict how disruption of brand imagery would affect the attractiveness of known, unknown and generic tobacco packages. A best-worst study found that familiar branding offset the negative connotations created by a pictorial warning label (PWL). These are the first findings to document the combined effect of PWLs and plain packaging; they suggest generic packs will stimulate cessation attempts and deter smoking initiation.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/11425