It's complicated: Examining smokers' relationships with their cigarette brands
Sarah E Johnson1, Blair N Coleman1, Carol L Schmitt2
1Center for Tobacco Products, U.S. Food and Drug Administration.
Summary
Smokers maintain positive relationships with their cigarette brands, associating them with smoking satisfaction. However, they express negative attitudes toward the tobacco industry, separating the product experience from the company.
Area of Science:
- Consumer Psychology
- Tobacco Use Research
- Social Science
Background:
- Cigarette smoking persists despite public health efforts.
- Understanding smoker attitudes and motivations is crucial for interventions.
Purpose of the Study:
- To examine adult smokers' attitudes toward their cigarette brands and tobacco companies.
- To apply the consumer psychology concept of brand relationship to smoking behavior.
Main Methods:
- Conducted twelve focus groups with 143 adult cigarette smokers.
- Utilized a semistructured moderator guide and "top of mind" worksheets.
- Analyzed data using thematic analysis principles.
Main Results:
- Smokers reported positive attitudes toward their cigarette brand, linking it to smoking satisfaction and withdrawal relief.
- Smokers expressed overwhelmingly negative attitudes toward tobacco companies in general.
- A complex relationship emerged: smokers embraced their brands while rejecting the industry.
Conclusions:
- Smokers maintain positive brand relationships, projecting negative feelings about smoking onto the tobacco industry.
- Brand attitudes are reinforced by the subjective smoking experience, particularly withdrawal relief.
- Findings can inform tobacco communication strategies and marketing responses.
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