The effect of branding on the cigarette smoking experience

Skaczkowski, G. et al. (2017) BMJ Open. 7:e014099


Objective: To examine the effect of branding, as indicated by brand name, on evaluation of the cigarette smoking experience.

Results: Cigarettes given a premium brand name were rated as having a better taste, were less harsh and less dry than identical cigarettes given a value brand name. This pattern was observed irrespective of whether the two packs actually contained premium or value cigarettes. These effects were specific: the brand name did not influence ratings of cigarette variant attributes (strength, tar, volume of smoke, lightness and draw effort).

Conclusions: Despite the belief that brand names represent genuine differences between cigarette products, the results suggest that at least some of this perceived sensory difference is attributable to brand image.

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