Abstract
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.
| Original language | English |
|---|---|
| Pages (from-to) | 1505-1510 |
| Number of pages | 6 |
| Journal | Addiction |
| Volume | 106 |
| Issue number | 8 |
| DOIs | |
| Publication status | Published - 31 Jul 2011 |
Keywords / Materials (for Non-textual outputs)
- Eye tracking; health warnings; plain packaging; tobacco; visual attention