The Impact of Standardized Tobacco Product Packaging on Young Adults in the Retail Environment

标准化烟草产品包装对零售环境中的年轻人的影响

• 批准号: 10617850
• 负责人: William G Shadel
• 金额: $ 62.7万
• 依托单位: RAND CORPORATION
• 依托单位国家: 美国
• 财政年份: 2022
• 资助国家: 美国
• 起止时间: 2022-05-04 至 2026-04-30
• 项目状态: 未结题
• 来源: https://reporter.nih.gov/project-details/10617850
• 关键词: Adolescent; Advertising; Age; Amendment; Area; Attention; Australia; Behavior; Characteristics; Child; Cigar; Cigarette; Cognition; Color; Communication; Elderly; Electronic Nicotine Delivery Systems; Elements; Environment; Exposure to; Goals; Government; Industry; Intellectual Property; Legal; Life; Location; Marketing; Mediating; Mediator; Modeling; Names; Outcome; Perception; Policies; Population; Product Packaging; Public Health; Randomized; Regulation; Research; Rights; Risk; Safety; Sales; Smokeless Tobacco; Speech; Standardization; Surface; Testing; Text; Tobacco; Tobacco Industry; Tobacco use; Trademark; United States; Variant; Vulnerable Populations; World Health Organization; cigarillos; design; experience; experimental study; health warning; reduce tobacco use; tobacco exposure; tobacco flavor; tobacco products; tobacco regulation; young adult

Tobacco packaging influences tobacco use behavior. Branded package characteristics like color and artwork are designed to command attention and to prompt consumers to have more favorable cognitions about a product’s flavor and its potential harms; and more favorable cognitions are related to increased tobacco use intentions and behavior. Standardizing tobacco packages is designed to diminish the favorable cognitions brought about by branded packages. In its most comprehensive form, standardized packages have a uniform drab color with the brand name and variant appearing in a uniform font size, type, and color in the same location on each package; no colors or artwork are permitted. By removing elements of packaging that influence perceptions of product flavor, safety, and tobacco product users, the hope is that the resulting packages will lose their influence on consumers. A comprehensive approach to standardizing tobacco product packaging is not possible in the United States because such an action would impinge on the tobacco industry’s First Amendment-protected commercial free speech rights and devalue longstanding trademarks. A more narrowly focused version of a standardized packaging regulation will be needed in order for it to be legally implemented in the US; for example, standardizing the color of a portion of tobacco packages while permitting the display of branded information on other parts of packages (i.e., partial color standardization). The proposed study will experimentally evaluate the extent to which partially standardizing the color of tobacco packaging influences tobacco use intentions among young adults who have varying levels of tobacco use experience. The retail environment is an important context in which to study standardized packaging because hundreds of branded tobacco product packages are prominently displayed on the tobacco power wall in this environment, and exposure to package-dense tobacco power walls influences use intentions. To model use intentions as a function of packaging standardization in a controlled retail setting, this research will utilize the RAND StoreLab (RSL), a life-sized replica of a convenience store. A condition that displays tobacco packages that have partial color standardization will be tested against two comparison conditions in a between-subjects design. Young adults will be randomized to shop in the RSL in one of three conditions (conditions are described by the percent of package surface area allocated to standardized color relative to trademark (®) branding). The partial color standardization condition will display packages that are 50% color standardized/50% ® branded. The two comparison conditions are: (1) 100% standardized/0% ® branded (fully standardized) and 0% standardized/100% ® branded (fully branded). Tobacco use intentions will be the dependent variable. Mediators (e.g., attention; perceived flavor and harms) and moderators (i.e., level of tobacco use) will also be tested. The results have the potential to provide first evidence of how partial color standardization influences important tobacco use outcomes.

烟草包装影响烟草使用行为，例如颜色和艺术品等品牌包装特征。 旨在吸引注意力并促使消费者对产品有更好的认知 风味及其潜在危害；更有利的认知与烟草使用意图的增加有关 标准化烟草包装旨在减少所带来的有利认知。 在其最全面的形式中，标准化包装具有统一的单调颜色， 品牌名称和变体以统一的字体大小、类型和颜色出现在每个产品的相同位置 包装；不允许使用任何颜色或艺术品，去除影响认知的包装元素。 产品风味、安全性和烟草产品用户，希望最终的包装将失去其应有的优势 标准化烟草产品包装的综合方法并未对消费者产生影响。 在美国是可能的，因为这样的行动将影响烟草业的第一 修正案保护商业言论自由权并贬低长期存在的商标的价值。 为了使其能够合法地标准化实施，需要有一个集中的包装法规版本 例如，在美国，标准化了部分烟草包装的颜色，同时允许展示 包装其他部分的品牌信息（即部分颜色标准化）。 通过实验评估部分标准化烟草包装颜色的影响程度 具有不同程度烟草使用经验的年轻人的烟草使用意图。 环境是研究标准化包装的重要背景，因为数百个品牌 在此环境下，烟草产品包装显着地展示在烟草能量墙上，并且 暴露于包装密集的烟草能量墙会影响使用意图。 包装标准化在受控零售环境中的作用，本研究将利用兰德 StoreLab (RSL)，一家便利店的真人大小复制品，展示烟草包装。 具有部分颜色标准化的部分将在受试者间的两个比较条件下进行测试 年轻人将被随机在以下三种情况之一的 RSL 中购物（条件是： 用分配给标准化颜色的包装表面积相对于商标 (®) 的百分比来描述 品牌）。部分颜色标准化条件将显示 50% 颜色的包装。 标准化/50% ® 品牌 两个比较条件是： (1) 100% 标准化/0% ® 品牌。 （完全标准化）和 0% 标准化/100% ® 品牌化（完全品牌化）烟草使用意图。 因变量（例如，注意力；感知的味道和危害）和调节因素（即，程度） 烟草使用）也将进行测试，结果有可能提供关于颜色偏色程度的第一个证据。 标准化影响重要的烟草使用结果。