Effects of flavored and natural cigarette claims on adolescents' perceptions and behavioral intentions

The Foundation's Substance Abuse Policy Research Program was designed to provide support for investigators to conduct policy research on a variety of subjects directed at helping the country reduce the harm caused by substance abuse.While critics have argued that flavored cigarettes are designed to appeal to youth and to encourage trial, and that products billed as natural may be perceived as healthier, no empirical evidence exists that documents preferences for these brands. Recently proposed legislation to grant the Food and Drug Administration the authority to regulate tobacco would include provisions to restrict tobacco promotions that appeal to children and to prohibit misleading health claims. A closer examination of adolescent preferences for these products is needed to provide evidence-based guidance for policy makers and to inform counteradvertisement strategies. This grant supports a study that will randomly assign 480 high school youth in grades 10 through 12 to view package images designed as traditional, flavored, natural, and generic, and answer questions on brand-related beliefs, attitudes, purchase intentions, and key potential moderators. Analysis will examine whether adolescents' beliefs, attitudes, and intentions regarding cigarette brands are more favorable when a flavor claim is made, as well as other potential moderators (such as gender and tobacco use) of the effects of flavored and natural claims. Analysis will also determine how a generic package design will affect product perceptions, beliefs, attitudes, and intentions relative to traditional packaging, as well as the appeal and perceived safety of natural vs. traditional cigarettes.

Grant Details

Amount Awarded $99,904.00

Awarded on: 10/13/2005

Time frame: 11/1/2005 - 7/31/2007

Grant Number: 55499


Colorado State University College of Business

1201 Campus Delivery
Fort Collins, 80523-1201


Kathleen J. Kelly
Project Director