Cigarette flavors, package shape, and cigarette brand perceptions: an experiment among young Brazilian women/Los sabores de cigarrillos, la forma del paquete y las percepciones de las marcas de cigarrillos: un experimento entre las jovenes brasilenas/Sabores do cigarro, forma do pacote e percepcoes da marca do cigarro: um experimento entre mulheres jovens brasileiras.(Original research texto en ingles)

Objective. In 2012, a new Brazilian regulation prohibited the use of flavor additives in tobacco products. To better understand the potential impact of this regulation, this study examines how flavor descriptors on cigarette packaging influence brand perceptions among young Brazilian women. Methods. An online cross-sectional experiment was conducted with Brazilian women aged 16-26 (N = 640:182 smokers and 458 nonsmokers) who rated 10 cigarette packages from one of three conditions: 1) branded packs; 2) packs with the same size, shape, and verbal descriptions as in condition 1, but without brand imagery (i.e., "plain pack"); and 3) packs from condition 2 but without brand descriptors (i.e., "plain pack, no descriptors"). Mixed-effects linear regression models were utilized to determine what associations that pack features (i.e., experimental condition; flavor descriptor vs. not; slim pack vs. not) had with participant ratings of nine characteristics, including appeal, taste, smoothness, and attributes of people who smoke the brand. Results. Flavored branded packs were rated as more appealing, better tasting, and smoother than flavored plain packs with descriptors. Compared to flavored plain packs with descriptors, the same packs without descriptors were rated less positively on eight of the nine characteristics. Compared to nonsusceptible nonsmokers, susceptible nonsmokers rated flavored packs more positively on eight of the nine characteristics. Slim packs were rated more positively than regular packs on eight of the nine characteristics. Conclusions. Slim packs and brands highlighting tobacco flavors appear to increase positive perceptions of tobacco products. Banning tobacco flavorings and slim packs may reduce the appeal of smoking for young Brazilian women, as well as for other vulnerable populations. Keywords Tobacco; product packaging; flavoring agents; health policy; Brazil. Objetivo. En 2012, una nueva regulacion brasilena prohibio el uso de aditivos de sabor en los productos de tabaco. Para comprender mejor el impacto potencial de esta regulacion, este estudio examina como los descriptores de sabor en los envases de cigarrillos influyen en las percepciones de marca entre las jovenes brasilenas. Metodos. Se realizo un estudio transversal, en linea con mujeres brasilenas de entre 16 y 26 anos (N = 640: 182 fumadores y 458 no fumadores) que calificaron 10 paquetes de cigarrillos de acuerdo a una de las siguientes condiciones: 1) paquetes de marca; 2)