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TORONTO: Tobacco wrappers designed to remind people that society disapproves of smoking can cause self-awareness and help smokers kick their asses.
According to a study published in the Journal of Consumer Affairs, this approach was particularly effective for "isolated" smokers who did not consider smoking to be part of their identity or in harmony with their social identity.
"Smoking denormalization strategies, such as workplace and social prohibitions, have used social pressure to discourage smoking," said Jennifer Jeffrey of the University of Western Canada.
"Our early research suggests that tobacco wrappings themselves could be another tool to exert similar pressure, especially among smokers already sensitive to smoking stigma," Jeffrey said.
The study included an online experiment on a panel of 156 adult American smokers, who were randomly assigned to one of two tobacco packages, which included the same slogan – "That's how people see smokers "but which present different images.
The packages included black and white photographs of the same people, displaying neutral or disgusted expressions.
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