Cigarettes with premium brand rated as having better taste

The introduction of plain packaging in Australia removed all imagery, colours and symbols from cigarette packs, requiring all cigarettes to be sold in drab dark brown packaging with standardised appearance. Researchers at the Cancer Council Victoria in Australia examined the effect of the brand name on evaluation of the cigarette smoking experience.
The participants rated cigarettes given a premium brand name as having a better taste, being 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. An article about the research is published in BMJ Open.
Click here for the article (883 kB).

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