Peut-on influencer la représentation du tabagisme et l’envie de fumer chez les jeunes en modifiant le design des cigarettes

Clémentine Drouet (), Karine Gallopel (), Gaëlle Pantin-Sohier () and Olivier Droulers ()
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Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: The objective of this research is to study the role of deterrent cigarettes (deterrence activated via colour, a warning label and a pictogram) on perceptions and smoking behaviour among youth people (15-25 years). The results show that different elements (green or brown colours, degree of covering, a warning, a « skull and cross bones » pictogram) impact the negative representations raised by the tobacco product (dangers), affect the image of smokers, reduce the pleasure to smoke and smoking behavioural intentions.

Keywords: cigarette dissuasive; colour warning label; couleur; deterrent cigarette; marketing social; message sanitaire; pictogram; pictogramme; social marketing (search for similar items in EconPapers)
Date: 2016
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Published in XXXIIème Congrès de l’Association Française de Marketing, 2016, Lyon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01963429

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