Tobacco control
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Randomized Controlled Trial
How does increasingly plainer cigarette packaging influence adult smokers' perceptions about brand image? An experimental study.
Cigarette packaging is a key marketing strategy for promoting brand image. Plain packaging has been proposed to limit brand image, but tobacco companies would resist removal of branding design elements. ⋯ Plain packaging policies that remove most brand design elements are likely to be most successful in removing cigarette brand image associations.