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The Effect of the Latest Government Warning Format in Cigarette Labeling on Smoking Avoidance Behavior of Non-smoking Youngsters
Mak, Winnie1; Kaynak, Erdener2; Chow, Clement S. F.1
2013
Conference Name22nd Annual World Business Congress
Source PublicationFLEXIBILITY, INNOVATION, AND ADDING VALUE AS DRIVERS OF GLOBAL COMPETITIVENESS: PRIVATE AND PUBLIC SECTOR CHALLENGES
Volume22
Pages394-400
Conference DateJUN 25-29, 2013
Conference PlaceNatl Taipei Univ, Taipei, PEOPLES R CHINA
PublisherINT MANAGEMENT DEVELOPMENT ASSOC-IMDA
Abstract

Packaging label space of cigarette is a war zone between the government's and the manufacturer's contradictory messages. The war has been fought for over 30 years around the world. The latest development is the toughest requirement for cigarette packaging design effective December 2012 in Australia where the government warning message prevails in terms of share of space, to the extent that the manufacturers can say nothing except only the brand name in a mandated font style, size and color and this is termed as "Plain packaging" even though the packaging is not plain but full of government message. However, due to the possible boomerang and contrast effect, non-smoking youngster may possibly be driven by their rebelliousness to try cigarette, ironically due to the exacerbated government message. While other governments are contemplating on whether to follow suit or not, we have done a timely study examining the effect of the Australian format of cigarette labeling on smoking avoidance behavior of non-smoking youngster. Also, it is hypothesized that brand popularity moderates the main effect of labeling. A lab experiment was conducted with a 2 (Existing vs. Plain Packaging format) x 2 (Popular vs. Unpopular brand) factorial design. Implication for government policy has been discussed.

Indexed ByCPCI
Language英语
WOS Research AreaBusiness & Economics
WOS SubjectBusiness
WOS IDWOS:000393448800058
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Cited Times [WOS]:0   [WOS Record]     [Related Records in WOS]
Document TypeConference paper
CollectionFaculty of Business Administration
DEPARTMENT OF MANAGEMENT AND MARKETING
Affiliation1.Univ Macau, Macau, Peoples R China
2.Penn State Univ, Harrisburg, PA USA
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Mak, Winnie,Kaynak, Erdener,Chow, Clement S. F.. The Effect of the Latest Government Warning Format in Cigarette Labeling on Smoking Avoidance Behavior of Non-smoking Youngsters[C]:INT MANAGEMENT DEVELOPMENT ASSOC-IMDA,2013:394-400.
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