The Heath Behavior News Service has reported a study which found that plainer cigarette packages make smoking less appealing to teenagers.
Melanie Wakefield, Ph.D., who co-authored the Australian study, stated “We found that when branding is progressively removed from a cigarette pack, adolescents not only perceive the packs to be less attractive, they associate the brand with people who have less favorable attributes.”
Using three popular Australian cigarette brands, the researchers looked at how adolescents perceived cigarette packs and what their expectations were about cigarette taste. The packs showed a gradual diminishment of brand information on the front and a progressively larger-sized health warning. Researchers randomly assigned each teen to rate one of 15 pack conditions.
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