Negative social cues on tobacco packaging could help reduce smoking intentions

New research published in the Consumption Journal suggests that tobacco wrappers remind smokers that general disapproval on the part of "others" in society can trigger feelings of self-awareness, which reduces intentions to smoke. This approach was particularly effective for "isolated" smokers who did not view smoking as relevant to identity or in harmony with their social identity.

The study included an online experiment with a panel of 156 adult American smokers, who were randomly assigned to one of two tobacco packs, which included the same slogan ("This is how people see smokers "), but which present different images. Specifically, the packages included black and white photographs of the same people displaying neutral or disgusted expressions.

"Smoking denormalization strategies such as workplace and social bans have used social pressure as a way of discouraging smoking.Our early research suggests that tobacco packaging may be another tool for exerting pressure. similar, especially among smokers already susceptible to the stigma of smoking, "said Jennifer Jeffrey, co-author of King's University College of Western University, Canada.