How and Why Consumers View "Little Cigars" as Legally-Defined Cigarettes

Area of Science:

• Tobacco regulatory science
• Consumer behavior research
• Public health

Background:

• Filtered little cigars are legally distinct from cigarettes but share similar characteristics.
• Consumer perception of these products can influence purchasing behavior and regulatory compliance.

Purpose of the Study:

• To determine if consumers perceive filtered little cigars as legally defined cigarettes.
• To identify product features associated with cigarettes versus little cigars.

Main Methods:

• A randomized 2x2 experiment with 1,030 adults viewing images of filtered little cigars.
• Image variations included package labeling and product type (little cigar or cigarette).
• Participants assessed product substitutability for cigarettes and associated features.

Main Results:

• Participants perceived filtered little cigars as cigarette substitutes.
• Features like filters and deep inhalation were associated with cigarettes.
• Tobacco leaf wrapping and lack of filter were associated with little cigars.

Conclusions:

• Filtered little cigars are perceived by consumers as cigarettes under current regulations.
• Distinct features help differentiate consumer perceptions of little cigars and cigarettes.