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1 January 12th, 2011 Brussels French studies on tobacco plain packaging Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France.

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Presentation on theme: "1 January 12th, 2011 Brussels French studies on tobacco plain packaging Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France."— Presentation transcript:

1 1 January 12th, 2011 Brussels French studies on tobacco plain packaging Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France

2 2 Toxic products…

3 3 Tobacco products… …ARE TOXIC:  (Europe)  5 millions (world)

4 4 Plain packaging (& visual warnings), an opportunity to break the impact of packaging Camel 20 cigarettes Article 11 Marlboro 20 cigarettes

5 5 French research aim To assess the impact of : - Plain packaging vs current packaging - Pictorial vs textual warnings …on attractiveness of the pack and smoking intentions

6 6 1- Qualitative research – 6 focus groups 50 people (smokers & non smokers) familiar brand and object reminds Marlboro advertising in general attractive color (red) …

7 7 not attractive, dull, sad, cold evoke death, ash, smoke look like a toxic product don’t want to touch it & to buy it …

8 8 Marlboro pack Grey plain packWhite plain pack Textual + pictorial warnings 151 individuals 149 individuals 150 individuals 153 individuals151 individuals Textual warnings 2- Quantitative study (905 people)

9 9 Mean (out of 5) Pack effect: F=73.71; p<.001 Effect of pack design & warnings on the attractiveness of the pack (stylish, fashion accessory, beautiful) Warning effect: F=43.92 ; p<.001 text text and pictorial

10 10 Effect of pack design & warnings on motivation to purchase the pack Mean (out of 5) Pack effect: F=44.94 ; p<.001 Warning effect: F=16.56 ; p<.001 text text and pictorial

11 11 Effect of pack design & warnings for convincing non smokers not to start smoking (non smokers only) Pack effect: F=9.6 p=.002 Mean (out of 5) text text and pictorial

12 12 Effect of pack design & warnings for convincing smokers to quit smoking (smokers only) Warning effect: F=34.87 ; p<.001 Mean (out of 5) text text and pictorial

13 13 Effect of pack design & warnings on the desire to take a cigarette from the pack (smokers only) Pack effect: F=17.26 ; p<.001 Warning effect: F=28.85 ; p<.001 Mean (out of 5) text text and pictorial

14 14  In summary: Tobacco packaging is a powerful advertising tool Plain packaging (& pictorial warnings) can undermine this advertising function

15 15 THANK YOU FOR LISTENING. Acknowlegments INCa / MILDT / INSERM (funding 06/2D /LL-LC)


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