Medicine and Health Sciences Commons^™

The Potential Impact Of Plain Packaging Of Cigarette Products Among Brazilian Young Women: An Experimental Study, Christine M/ White, David Hammond, Jim Thrasher, Geoffrey T. Fong

Faculty Publications

Background: Tobacco use is responsible for 5.4 million deaths every year worldwide and is a leading cause of preventable death. The burden of these deaths is rapidly shifting to low and middle-income countries, such as Brazil. Brazil has prohibited most forms of tobacco advertising; however, the cigarette pack remains a primary source of marketing. The current study examined how tobacco packaging influences brand appeal and perceptions of health risk among young women in Brazil.

Methods: A between-subjects experiment was conducted in which 640 Brazilian women aged 16–26 participated in an online survey. Participants were randomized to view 10 cigarette packages …