Assessing the effectiveness of plain packaging in reducing smoking rates: A mixed method approach

Plain packaging refers to standardizing cigarette pack font/color, and removing logos. This form of packaging lowers intention to smoke. However, there is a dearth of research on the direct effects of plain packaging on actual smoking behaviour and the mediation of those effects through increased attention to graphic warnings. The proposed project addresses these two gaps. First, smokers will wear eye-tracking glasses in a lab to determine if plain (vs. branded) packaging increases attention to warnings. Second, smoking behaviour for the same smokers will be examined in a lab when they smoke cigarettes from plain (vs. branded) packages. Finally, smokers will receive graphic warning stickers, in a randomly assigned plain or branded format, to attach to each of their purchased packs for two weeks. Smokers will also be provided with smart watches to measure their smoking behaviour. TO BE CONT’D

Faculty Supervisor:

Sherry Stewart


Mohammed Al-Hamdani


Lung Association of Nova Scotia




Medical devices




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