RESUMO
AIMS: To measure how cigarette packaging (standardised packaging and branded packaging) and health warning size affect visual attention and pack preferences among Colombian smokers and non-smokers. DESIGN: To explore visual attention, we used an eye-tracking experiment where non-smokers, weekly smokers and daily smokers were shown cigarette packs varying in warning size (30%-pictorial on top of the text, 30%-pictorial and text side-by-side, 50%, 70%) and packaging (standardised packaging, branded packaging). We used a discrete choice experiment (DCE) to examine the impact of warning size, packaging and brand name on preferences to try, taste perceptions and perceptions of harm. SETTING: Eye-tracking laboratory, Universidad Nacional de Colombia, Bogotá, Colombia. PARTICIPANTS: Participants (n = 175) were 18 to 40 years old. MEASUREMENTS: For the eye-tracking experiment, our primary outcome measure was the number of fixations toward the health warning compared with the branding. For the DCE, outcome measures were preferences to try, taste perceptions and harm perceptions. FINDINGS: We observed greater visual attention to warning labels on standardised versus branded packages (F[3,167] = 22.87, P < 0.001) and when warnings were larger (F[9,161] = 147.17, P < 0.001); as warning size increased, the difference in visual attention to warnings between standardised and branded packaging decreased (F[9,161] = 4.44, P < 0.001). Non-smokers visually attended toward the warnings more than smokers, but as warning size increased these differences decreased (F[6,334] = 2.92, P = 0.009). For the DCE, conditional trials showed that increasing the warning size from 30% to 70% reduced preferences to try (odds ratio [OR] = 0.48, 95% CI = [0.42,0.54], P < 0.001), taste perceptions (OR = 0.61, 95% CI = [0.54,0.68], P < 0.001); and increased harm perceptions (OR = 0.78, 95% CI = [0.76,0.80], P < 0.001). Compared with branded packaging, standardised packaging reduced our DCE outcome measures with ORs ranging from OR = 0.25 (95% CI = [0.17,0.38], P < 0.001) to OR = 0.79 (95% CI = [0.67,0.93], P < 0.001) across two brands. These effects were more pronounced among non-smokers, males and younger participants. Unconditional trials showed similar results. CONCLUSIONS: Standardised cigarette packaging and larger health warnings appear to decrease positive pack perceptions and have the potential to reduce the demand for cigarette products in Colombia.
Assuntos
Fumantes , Produtos do Tabaco , Adolescente , Adulto , Colômbia , Humanos , Masculino , não Fumantes , Rotulagem de Produtos/métodos , Embalagem de Produtos , Fumar , Adulto JovemRESUMO
Resumen La investigación en cognición implícita ha aumentado de manera vertiginosa durante las últimas décadas, principalmente por el uso generalizado de procedimientos experimentales conocidos como medidas implícitas. A diferencia de los cuestionarios de autoinforme, estas metodologías impiden que sesgos como la deseabilidad social afecten las respuestas de los participantes, lo que permite abordar temas sensibles. Sin embargo, las medidas implícitas difieren en aspectos como las instrucciones, los materiales o los indicadores conductuales analizados. Debido a esto, hay controversia sobre la naturaleza de los procesos que están siendo medidos, las características que se les atribuyen y, por ende, la posibilidad de hacer comparaciones entre los estudios que emplean diferentes medidas implícitas. Basándose en un modelo de procesamiento dual, este trabajo propone que las medidas implícitas pueden entenderse como indicadores de procesos automáticos. A partir de dicha propuesta, se discuten los requisitos que las medidas implícitas deben cumplir y algunos desafíos para la investigación en automaticidad.
Abstract The research on implicit cognition has increased dramatically over the past few decades, mainly because of the widespread use of experimental procedures known as implicit measurements. In contrast to self-report questionnaires, these methodologies prevent biases as social desirability from affecting participants' responses, allowing sensitive issues to be addressed. However, the implicit measures differ in central aspects as the instructions, materials, or behavioral indicators analyzed. For those reasons, there is controversy about the nature of the processes being measured, the characteristics attributed to them, and, therefore, the possibility of making comparisons between studies that use different implicit measures. Based on a dual processing model, this paper proposes that implicit measures can be understood as indicators of automatic processes. Finally, we will discuss the requirements that implicit measures must satisfy, and some challenges for research in automaticity.