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Understanding the Potential Impact of Product and Package Shape and Size on Consumer Perceptions (supplement)

Understanding the Potential Impact of Product and Package Shape and Size on Consumer Perceptions (supplement)

Principal Investigators: K. Michael Cummings and Mannsi Bansal-Travers

Funding Mechanism: Interagency Agreement

ID Number: 3 P01 CA138389-02S1

Award Date: 8/1/2010

Institution: Roswell Park Cancer Institute


Research has shown that cigarette manufacturers use descriptors, colors, and design features of cigarette packages to convey reduced risk to consumers, increase product appeal, and mitigate the impact of package warning labels.  As descriptors and colors are increasingly regulated and restricted by FDA, manufacturers may turn to other design features, such as package size or shape, as marketing tools. The goal of this supplemental study is to evaluate the impact of these other design features on consumer perceptions of product appeal and health risks. Specific aims are: (1) to evaluate the potential impact of product and package shape and size on consumer perceptions of health risks and on the impact of tobacco product warning labels; and (2) to evaluate the potential impact of standardized packaging and plain packaging. Young adults aged 18-35 will be recruited from public spaces (e.g., libraries, parks, sporting events, shopping malls) in three cities (408 in Buffalo, NY; 406 in Columbia, SC; and 406 in Morgantown, WV). Participants will be shown different styles of tobacco products (i.e., package shapes, colors and sizes) and asked to rate them in terms of appeal, health risks, and willingness to try.  Findings may inform regulatory activities related to product packaging and design specifications (i.e., length, color of tipping paper). (Project completed in 2011.)