Influence of premium versus value brand names on the smoking experience in a plain packaging environment: An experimental study

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, 2years 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 ..