A SURVEY ON THE EFFECTS OF PROGRESSIVE REMOVAL OF BRAND IMAGERY ELEMENTS FROM CIGARETTE PACKS ON THE PERCEPTION OF ADULT UNIVERSITY STUDENTS

Abstract

Plain packaging can arguably reduce the appeal of cigarette packages and deter people from smoking. In this study, a 1 (brand type) X 4 (levels of plain packages) betweensubject design was utilized. The method used was an internet survey. 220 adult smokers and non-smokers from Halifax Regional Municipality (HRM) rated packages in terms of their brand imagery characteristics and answered a single multiple choice question to test their recall of the health warning on their package. According to the results of a MANOVA test and a bivariate logistic regression test of perception attributes, the association between plainer packages and the participants’ ratings for some attributes were significant, and ranged from slightly moderate to moderate strength levels of associations. Health warnings recall and plainer packages were also significantly and moderately associated. These associations provide a compelling argument for the need for plain packaging policies as a deterrent for smoking.