@misc{10481/62358,
year = {2018},
url = {http://hdl.handle.net/10481/62358},
abstract = {Objectives: Each year tobacco is responsible for 650,000 deaths in Europe and 55,000 in Spain. With
tobacco advertising and promotion banned in Spain and most of Europe, the last bastion of marketing is
the packaging. Plain tobacco packaging —which involves packs having a standardised appearance— has
been proposed to counter this. The objective of this study is to research perceptions arising from the plain
packaging of tobacco products.
Methods: We employed a qualitative research methodology -focus groups- with smokers and nonsmokers in in two medium-sized Andalusian towns (Spain).
Results: Results show the importance of plain cigarette packaging as a form of promotion, particularly
among women and young people, how pack colour influences product perceptions, and how removing
full branding increases the salience of the warnings.
Conclusions: Plain packaging, combined with pictorial health warnings, may reduce the capacity of packaging to be distinctive and a badge product. Altering pack design in such a way would make it more
difficult for tobacco companies to create a favourable image of their brands and may help to reinforce
the ability of the population to protect themselves from the dangers of smoking.},
abstract = {Objetivos: El tabaco es causa de aproximadamente 650.000 muertes en Europa, y de ellas, unas 55.000
en Espana. ˜ Debido a las prohibiciones de realizar actividades de publicidad y promoción, el envase está
considerado como el último bastión de comunicación para la industria tabacalera. El envase neutro —un
aspecto uniforme del envase para toda marca comercializada— ha sido propuesto como forma de combatirlo. El objetivo de este trabajo se centra en estudiar las percepciones que suscita el diseno˜ neutro del
envase.
Métodos: Se ha realizado una investigación cualitativa, a través de grupos focales en dos ciudades de
tamano˜ medio con personas fumadoras y no fumadoras en dos ciudades de tamano˜ medio de Andalucía
(Espana). ˜
Resultados: Los resultados senalan ˜ la importancia que tendría el envase de tabaco neutro como estrategia
de desnormalizacion´ deltabaco, en especial en lasmujeres y las personas jóvenes, como el color del envase
neutro influye en las percepciones que el consumidor tiene del producto, y como incrementa la visibilidad
de las esquelas sanitarias insertadas en el envase.
Conclusiones: El envase neutro, unido a las advertencias sanitarias combinadas, podrían reducir la capacidad distintiva del envase. La desaparición de los rasgos estéticos del envase, de esta manera, anadiría ˜ una
dificultad más a las companías ˜ para presentar sus marcas de forma favorable, y ayudaría a proteger a la
población de los peligros del tabaco.},
organization = {B. Lacave-Garcia and J.M. Garcia have been financially supported by the Andalusian Government, health department, with the project "effects of plain packaging of tobacco products and visual warnings on the fall of the demand of tobacco products: a research from the social marketing perspective" (code 49/08).

C. Moodie is supported by Cancer Research UK.

E. Fernandez is partly supported by Ministry of Universities and Research, Government of Catalonia (grant 2017SGR319) and by the Instituto de Salud Carlos III, Government of Spain, co-funded by the European Regional Development Fund (FEDER) (grants INT16/00211 and INT17/00103).},
publisher = {ELSEVIER},
keywords = {Tobacco},
keywords = {Plain packaging},
keywords = {Social marketing},
keywords = {Qualitative research},
keywords = {Tabaco},
keywords = {Envase neutro},
keywords = {Marketing social},
keywords = {Investigación cualitativa},
title = {Perceptions of plain cigarette packaging among smokers and non-smokers in Andalusia (Spain)},
doi = {https://doi.org/10.1016/j.gaceta.2018.04.009},
author = {Rey Pino, Juan Miguel},
}