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Plain packaging increases visual attention to health warnings on cigarette packs in non‐smokers and weekly smokers but not daily smokers
Author(s) -
Munafò Marcus R.,
Roberts Nicole,
Bauld Linda,
Leonards Ute
Publication year - 2011
Publication title -
addiction
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.424
H-Index - 193
eISSN - 1360-0443
pISSN - 0965-2140
DOI - 10.1111/j.1360-0443.2011.03430.x
Subject(s) - medicine , visual attention , health information , environmental health , cigarette smoking , psychology , psychiatry , cognition , economics , economic growth , health care
Aims To assess the impact of plain packaging on visual attention towards health warning information on cigarette packs. Design Mixed‐model experimental design, comprising smoking status as a between‐subjects factor, and package type (branded versus plain) as a within‐subjects factor. Setting University laboratory. Participants Convenience sample of young adults, comprising non‐smokers ( n = 15), weekly smokers ( n = 14) and daily smokers ( n = 14). Measurements Number of saccades (eye movements) towards health warnings on cigarette packs, to directly index visual attention. Findings Analysis of variance indicated more eye movements (i.e. greater visual attention) towards health warnings compared to brand information on plain packs versus branded packs. This effect was observed among non‐smokers and weekly smokers, but not daily smokers. Conclusion Among non‐smokers and non‐daily cigarette smokers, plain packaging appears to increase visual attention towards health warning information and away from brand information.