Which incentives make adolescents choose for plain or ordinary cigarette packages

1. Which incentives make adolescents choose for plain or ordinary cigarette packages? Prof. Guido Van Hal Jessica Fraeyman, Matheus Arts, Sofie Van Roosbroeck, Bart Vriesacker University of Antwerp, University Scientific Institute for Drug Problems, Belgium

2. Aims of the study To explore whether young people prefer different cigarette packages and brands and, if so, for which motives. To estimate the effect of the appearance of a cigarette package on the smoking behaviour of young people. Thirdly, we explored the visibility of the warning labels on ordinary and plain packages.

3. Study Questions What are the motives for young people to choose ordinary or plain cigarette packages? What is the role of the appearance of cigarette packages (aside from image and flavour) in choosing a specific brand among young people? How does the appearance of the cigarette package influence the smoking behaviour in young people? Additional questions : Are plain packages less attractive than ordinary packages? Is the visibility of the warning labels increased on the plain packages? And can this influence starting age of smoking?

4. Target Group The study focused on young people, male and female, aged 15 to 19 years old and attending regular high school education or vocational training in Antwerp, Belgium. Young persons, who have never smoked, were excluded.

5. Methods The nature of our study questions asks for a qualitative research approach. We have conducted focus group discussions (FGD) in the described target group. Separate FGDs were held in young people from regular high school education and vocational training to guarantee homogeneity amongst focus groups. Study Period: second half of 2009

6. Results (1/2) Eight focus groups were performed, four for each education level. In total, 55 adolescents participated. The most important motives for young people to choose for a specific brand of cigarettes are: the price of the brand, the taste of the cigarettes, the choice of the environment (family and friends), the habit and the looks of the cigarette package.

7. Results (2/2) The generic packages are considered less attractive. Moreover, the health messages are more visible on the generic than on the original package. Especially in the group of non-regular smokers, plain packages could be a reason not to buy cigarettes because they are perceived as something of a lesser quality and because of the health messages being more visible. Thus, plain packages might prevent this �in-between-category� of non-regular smokers becoming regular smokers.

8. Plain vs. Original package (1/6)

9. Plain vs. Original package (2/6)

10. Plain vs. Original package (3/6)

11. Plain vs. Original package (4/6)

12. Plain vs. Original package (5/6)

13. Plain vs. Original package (6/6)