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The Impact of Cigar Pack Marketing With "Natural" Themes on Young Adults
Sponsor: Rutgers, The State University of New Jersey
Summary
The goal of this online survey experiment is to examine the effect of "natural" descriptors and images on cigar packs among young adults (ages 18-34) who have either used cigars in the past year or are non-users who are susceptible to use. The study will compare effects of cigar pack images with or without "natural" descriptors (that explicitly say "natural" vs. imply naturalness with the word "leaf"), with or without "natural" images (such as leaves), and with or without images of cigar sticks (that are rough-cut (e.g., darker wrapper color with more visible leaf lines) vs. smooth) on product perceptions, intentions to use cigars, and recall. Participants will be randomized to one of 18 conditions and will be shown four cigar pack images from various brands within their condition. After seeing the images, they will complete survey questions assessing product perceptions, intentions, and recall, and will complete other embedded tasks in the survey, before being debriefed about the harms of cigars.
Official title: Impact of Cigar Marketing With "Natural" Themes
Key Details
Gender
All
Age Range
18 Years - 34 Years
Study Type
INTERVENTIONAL
Enrollment
3500
Start Date
2026-08
Completion Date
2026-11
Last Updated
2026-08-19
Healthy Volunteers
Yes
Conditions
Interventions
Natural Descriptor Type - Explicit
Participants will view cigar packs with descriptors which explicitly refer to "naturalness" (i.e., "natural" or "natural leaf")
Natural Descriptor Type - Implicit
Participants will view cigar packs which do not use the word "natural, but use "leaf" descriptors, which may implicitly refer to "naturalness"
Natural Descriptor Type - Absent
Participants will view cigar packs which do not use any "natural" or "leaf" descriptors
Natural Imagery - Present
Participants will view cigar packs which include imagery that may communicate themes of "naturalness" (e.g., images of leaves)
Natural Imagery - Absent
Participants will view cigar packs without imagery that may communicate themes of "naturalness" (e.g., leaves)
Cigar Image Type - Smooth
Participants will view cigar packs featuring an image of smooth-cut cigars on them.
Cigar Image Type - Rough Cut
Participants will view cigar packs featuring an image of rough-cut cigars on them.
Cigar Image Type - None
Participants will view cigar packs which do not show any images of cigars on them.