brands: Marlboro Red and Newport Menthol. To test the hypothesis, researchers asked survey participants to rate their perception of the packaging design of Natural American Spirit or the two most popular U.S. "We wondered if standardized packing would also impact American smokers' perceptions of harm that is conveyed through cigarette packing. "Australia's model of cigarette packaging has altered how consumers see brands," said Pierce, senior author of the study. In Australia and several European countries, standardized packaging has been used to remove marketing cues that may lead consumers to perceive certain benefits from any one brand. Pierce, PhD, Professor Emeritus in the Department of Family Medicine and Public Health at UC San Diego School of Medicine and Moores Cancer Center, the researchers assessed whether smokers thought that Natural American Spirit cigarette packaging, which contains terms like "natural" and "additive-free," implies that this brand is safer and whether repacking them in plain containers would reduce that interpretation. In previous research, 67 percent of Natural American Spirit consumers said their cigarettes were less harmful than other brands. consumers who continue to believe they are using a brand of cigarettes that might be less harmful," said first author Eric Leas, PhD, who was part of the research team while a graduate student researcher at UC San Diego and is now a postdoctoral scholar at Stanford University School of Medicine. Despite passage of a 2010 law that banned this practice, there are still more than 2.5 million U.S. "Some companies have marketed their cigarettes as 'low tar,' 'natural' or 'organic' but cigarettes marketed with these terms are not safer.
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