ArticleTobacco control2019
Evolving IQOS packaging designs change perceptions of product appeal, uniqueness, quality and safety: a randomised experiment, 2018, USA.
Article in Tobacco control, 2019. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 10 papers.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
10 citing papers in PubMed, 15 citations in OpenAlex.
- Recent Trends in Cigarette and HTP Use in Japan: A Scoping Review.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2026Article
- Switching from cigarette use to dual use with heated tobacco products and severe periodontitis risk.Frontiers in oral health · 2026Article
- Partner's dual use of new tobacco products and combustible cigarettes in early pregnancy was associated with hypertensive disorders of pregnancy: a cross-sectional study.Hypertension research : official journal of the Japanese Society of Hypertension · 2025Article
- Perceptions of Heated Tobacco Products (HTPs) Versus Cigarettes and e-Cigarettes in Relation to Likelihood of Trying HTPs or Suggesting HTPs to Those who Smoke Cigarettes.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2024Article
- Exposure to IQOS ads and reduced exposure claims, and association with perceived risk from COVID-19 on IQOS purchase and use intentions: results from a web-based survey.Frontiers in public health · 2023Article
- Graphic health warnings and plain packaging in the Philippines: results of online and household surveys.Frontiers in public health · 2023Article
- The Impact of Cannabis Packaging Characteristics on Perceptions and Intentions.American journal of preventive medicine · 2022Article
- A Decision-Theoretic Public Health Framework for Heated Tobacco and Nicotine Vaping Products.International journal of environmental research and public health · 2022Article
- Unboxed: US Young Adult Tobacco Users' Responses to a New Heated Tobacco Product.International journal of environmental research and public health · 2020Article
- Use of Multiple Tobacco and Tobacco-Like Products Including Heated Tobacco and E-Cigarettes in Japan: A Cross-Sectional Assessment of the 2017 JASTIS Study.International journal of environmental research and public health · 2020Article
Corrections and comments
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Authors and funding
6 authors at 2 institutions in 1 country.
Funding
Abstract
backgroundGlobally, the tobacco industry is promoting heated tobacco products. These products may represent a strategy to promote dual use of tobacco products. One product, IQOS from Philip Morris International, is being proposed in the USA for marketing as a less harmful product. The visual design of tobacco products can influence consumers by implying product characteristics. Thus, we sought to test the impact of IQOS packaging designs on cognitive, affective and behavioural intention responses.
methodsFrom existing IQOS packages used globally, we developed three IQOS packages that decreasingly linked the product to the Marlboro brand. In September to October 2018, we assigned participants randomly to one package in an online experiment. All participants (n=954) were US adults reporting current smoking and no colour blindness. The experiment used quota sampling to ensure diversity by gender, sexual orientation, race, ethnicity and education. Measures were informed by the Context of Consumption Framework. To assess differences in ratings, we conducted non-parametric Kruskal-Wallis tests with post hoc comparisons using Dunn's test.
resultsWe found significant differences in cognitive indicators including appeal (
conclusionLinking or separating IQOS products with a well-established cigarette brand changes how adult smokers respond to the product. Regulators should consider the visual design of packaging.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.