Plain packaging increases visual attention to health warnings on cigarette packs in non-smokers and weekly smokers but not daily smokers

Citation

Munafo M, Roberts N, Bauld L & Leonards U (2011) Plain packaging increases visual attention to health warnings on cigarette packs in non-smokers and weekly smokers but not daily smokers. Addiction, 106 (8), pp. 1505-1510. https://doi.org/10.1111/j.1360-0443.2011.03430.x

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.

Keywords
Eye tracking; health warnings; plain packaging; tobacco; visual attention

Journal
Addiction: Volume 106, Issue 8