The Impact of Cigar Pack Marketing With "Natural" Themes on Young Adults

Impact of Cigar Marketing With "Natural" Themes

The goal of this online survey experiment is to examine the effect of "natural" descriptors and images on cigar packs among young adults (ages 18-34) who have either used cigars in the past year or are non-users who are susceptible to use. The study will compare effects of cigar pack images with or without "natural" descriptors (that explicitly say "natural" vs. imply naturalness with the word "leaf"), with or without "natural" images (such as leaves), and with or without images of cigar sticks (that are rough-cut (e.g., darker wrapper color with more visible leaf lines) vs. smooth) on product perceptions, intentions to use cigars, and recall.

Participants will be randomized to one of 18 conditions and will be shown four cigar pack images from various brands within their condition. After seeing the images, they will complete survey questions assessing product perceptions, intentions, and recall, and will complete other embedded tasks in the survey, before being debriefed about the harms of cigars.

Inclusion Criteria:

• English survey takers in the US
• Age: Young adults ages 18-34
• Cigar Experience: Study aims to include a mix of young adults who have:
• ever used any type of cigar or cigarillo (including for blunt use)
• used any type of cigar or cigarillo in the past 12 months (including for blunt use)
• never used, but are susceptible to using any type of cigar or cigarillo in the future. Susceptible is defined as people who respond "definitely yes", probably yes" or "probably not" (vs. "definitely not" responses) to any of four questions asking prospective participants if they have 1) ever been curious about cigar/cigarillos, 2) if they think they will try a cigar/cigarillo soon 3) if they think they will use a cigar/cigarillo in the next year and 4) if they would use a cigar/cigarillo if they were offered one by a best friend.

Exclusion Criteria:

• Research panel participants who do not meet the criteria outlined above will be excluded.