Open AccessEvolving IQOS packaging designs change perceptions of product appeal, uniqueness, quality and safety: a randomised experiment, 2018, USA
Author(s) -
Joseph G. L. Lee,
Tiffany Machado Blanchflower,
Kevin F. O’Brien,
Paige Averett,
Leslie E. Cofie,
Kyle R. Gregory
Publication year - 2019
Publication title -
tobacco control
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.715
H-Index - 122
eISSN - 1468-3318
pISSN - 0964-4563
DOI - 10.1136/tobaccocontrol-2018-054910
Subject(s) - context (archaeology) , product (mathematics) , psychology , advertising , marketing , business , mathematics , geography , geometry , archaeology
Globally, the tobacco industry is promoting heated tobacco products. These products may represent a strategy to promote dual use of tobacco products. One product, IQOS from Philip Morris International, is being proposed in the USA for marketing as a less harmful product. The visual design of tobacco products can influence consumers by implying product characteristics. Thus, we sought to test the impact of IQOS packaging designs on cognitive, affective and behavioural intention responses.