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Adolescent and Young Adult Perceptions on Cigar Packaging: A Qualitative Study

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Objective: We sought to identify the appealing components of cigar packaging among youth. Methods: We conducted 8 focus groups among cigar users, separated by sex and age group (ie, adolescents, young adults) in Connecticut between February and July 2016. Participants were shown cigar packages and instructed to circle aspects of the images on the packages that appealed to them independently and a group discussion followed. Results: The appealing components identified were flavors (46.8%), price promotions (28.8%), branding (21.2%), marketing claims (17.2%, eg, "natural"), product features (15.2%, eg, the word "cigarillo"), number of cigars (8.0%), color (4.4%), re-sealable features (2.8%), and other (6.0%; eg, "limited offer," geographic region). Relative to female participants, males were more likely to find flavors and price promotions appealing, and less likely to find colors as appealing (p < .05). Relative to young adults, adolescents were more likely to find price promotions, branding, marketing claims and number of cigars appealing, and less likely to find colors as appealing (p < .05). Conclusions: To reduce the appeal of cigars to youth, regulatory agencies should consider prohibiting flavors, appealing colors, price promotions, misleading marketing claims, and logos/trademarks on cigar packaging.
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Keywords: ADOLESCENTS; CIGARILLOS; CIGARS; PACKAGING; REGULATION; TOBACCO POLICY; YOUTH

Document Type: Research Article

Publication date: 01 July 2017

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  • Tobacco Regulatory Science (Electronic ISSN 2333-9748) is a rigorously peer-reviewed online scientific journal for the dissemination of research relevant to the regulation of tobacco products. The journal content includes a broad array of research domains, including chemistry, biology, behavior, community, and population-level surveillance and epidemiology, as well as knowledge syntheses (eg, meta-analyses or state-of-the-art reviews) and analytic modeling. All articles describe the policy relevance of the research outcomes. Given the global nature of tobacco regulation, particularly as a result of international and national policies, Tobacco Regulatory Science publishes high quality research that is relevant to global regulatory needs and requirements. Tobacco Regulatory Science is published electronically 6 times per year.
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