Compare Smokers' Appraisal of Proposed Plain Packs and Existing Cigarette Packs

Study Overview
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Brief Summary
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2 Objectives To explore the noticeability of pictorial health warnings and perceptions of attractiveness and harmfulness towards plain cigarette packets and existing cigarette packets with 85% pictorial warnings in current smokers; to compare the differences in perceptions of packaging in current smokers with different characteristics (i.e. by sex, age, the consumption level of cigarettes, nicotine dependence levels, and types of tobacco used for polytobacco product users); to evaluate the effectiveness in reducing smoking consumption and promoting quit attempts; and to assess the support for the legislation of plain packaging.

Detailed Description
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The present study will recruit at least 1,280 current smokers at smoking hotspots in Hong Kong Island, Kowloon, and the New Territories. Land-based, non-institutionalized Hong Kong residents aged 18 years and over who speak Cantonese or Putonghua are eligible to participate. Subjects will be shown dummies of branded and plain packets that differ in brand names and plain colours. Subjects will discuss their perceptions of attractiveness and harmfulness, noticeability of warnings and effectiveness in reducing smoking consumption and promoting quit attempts. Their opinions on the legislation of plain packaging will also be asked. After each interview, interviewers will debrief each interviewee on the harms of smoking and distribute a card providing a quitline and quitting methods.

Official Title
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Conducting a Study to Compare Smokers' Appraisal of Proposed Plain Packs and Existing Cigarette Packs in Hong Kong

Conditions
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Health Risk Behaviors, Non Communicable Diseases

Participation Criteria
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Eligibility Criteria
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Inclusion Criteria: Hong Kong residents aged 18 years and over Able to speak Cantonese or Putonghua Smokers who have tobacco use behaviour of holding a cigarette in the hand or mouth Exclusion Criteria: Foreign domestic helpers Non-smokers

Ages Eligible for Study
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Minimum Age: 18 Years

Sexes Eligible for Study
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All

Accepts Healthy Volunteers
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Accepts Healthy Volunteers

Study Plan
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How is the study designed?
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What is the study measuring?
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Primary Outcome Measures

| Outcome Measure | Measure Description | Time Frame |
| --- | --- | --- |
| Percent of participants who perceive current branded packets as attractive | Perceived attractiveness towards existing cigarette packets with 15 percent brand logo | Baseline | 
| Percent of participants who perceive plain packets as harmful | Perceived harmfulness towards plain packets | Baseline | 

Secondary Outcome Measures

| Outcome Measure | Measure Description | Time Frame |
| --- | --- | --- |
| Noticeability of pictorial warnings | Noticeability of pictorial warnings of plain cigarette packets and existing cigarette packets with 85% pictorial warnings in current smokers will be compared | Baseline | 
| Perceived effectiveness | The effectiveness in reducing smoking consumption and promoting quit attempts | Baseline | 

 Terms related to the study
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Keywords Provided by Centre Hospitalier Valida
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Plain cigarette packs, current smokers, branded cigarette packs