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Perception de l'efficacité des paquets de cigarettes standardisés

Author

Listed:
  • Karine Gallopel-Morvan

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Emmanuelle Béguinot

    (Comité national contre le tabagisme)

  • Figen Eker

    (Comité national contre le tabagisme)

  • Yves Martinet

    (Service des Maladies Infectieuses et Tropicales [CHRU Nancy] - CHRU Nancy - Centre Hospitalier Régional Universitaire de Nancy, NGERE - Nutrition-Génétique et Exposition aux Risques Environnementaux - INSERM - Institut National de la Santé et de la Recherche Médicale - UL - Université de Lorraine)

  • David Hammond

    (University of Waterloo [Waterloo])

Abstract

Introduction - As the tobacco industry has been stripped of most of the marketing mix, the cigarette pack has become an increasingly important marketing tool. It is possible however to reduce the attractiveness of the pack through plain packaging, which involves removing the pack design elements and leaving only the health warning and brand name in standardised font and size. Method - To investigate this tool, a quantitative study based on face to face interviews was conducted in France among a representative sample of 836 individuals (smokers and non smokers, aged 18 and above). A current cigarette pack and a plain pack of the French leading brand were compared. Results - Results indicated that plain packaging reduces the appeal of the pack (dull appearance, reduces the desire to buy). Compared to a current pack, the plain pack was associated with greater awareness of smoking danger and reported to facilitate intentions to reduce consumption, to quit, or not to start among non-smokers. Discussion - Our study highlights that the tobacco pack is an effective promotion tool. The plain packaging certainly has the potential to reduce the attractiveness of tobacco industry products and to help fighting against tobacco use.

Suggested Citation

  • Karine Gallopel-Morvan & Emmanuelle Béguinot & Figen Eker & Yves Martinet & David Hammond, 2011. "Perception de l'efficacité des paquets de cigarettes standardisés," Post-Print halshs-00600725, HAL.
    • Handle: RePEc:hal:journl:halshs-00600725
    as

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