Abstract
Aims. To assess the impact of plain packaging on visual attention towards health warning information on cigarette packs.
Design. Mixed model experimental design, comprising smoking status as a between-subjects factor, and package type (branded vs plain) as a within-subjects factor.
Setting. University laboratory.
Participants. Convenience sample of young adults, comprising non-smokers (n= 15), weekly smokers (n= 14) and daily smokers (n= 14).
Measurements. Number of saccades (eye movements) towards health warnings on cigarette packs, to directly index visual attention.
Findings. Analysis of variance indicated more eye movements (i.e., greater visual attention) towards health warnings compared to brand information on plain packs versus branded packs. This effect was observed among non-smokers and weekly smokers, but not daily smokers.
Conclusion. Among non-smokers and non-daily cigarette smokers, plain packaging appears to increase visual attention towards health warning information and away from brand information.