Tobacco Acquisition and Cigarette Brand Selection among Youth

Objective: To study the acquisition of tobacco and the development of cigarette brand selection among youth. To compare four methods of measuring brand preference among underage smokers. Design: Individual interviews were conducted with youths to elicit their past and present experiences with tobacco. Setting: A high school and public places in Massachusetts, USA. Subjects: A convenience sample of 721 youths, aged 10-17 years. Results: Friends were the source of the subject's first cigarette in 69% of cases. Fifty per cent of the subjects were smoking three or fewer cigarettes per day when they first purchased tobacco. The first brand smoked was the first regular brand chosen in 67% of cases, and 51% of smokers were still smoking the same brand as their first cigarette. Ultra-low tar and generic brands were unpopular among youths. Questions concerning the favourite brand, brand usually purchased, last brand smoked, and friend's favourite brand produced very similar brand preference results for full-priced brands. However, only the question concerning the last brand smoked seemed to assess the use of generic brands accurately. Conclusions: Brand loyalty is usually established with the first cigarette. There is a clear economic advantage to a tobacco company if the first brand smoked by a child is one of its brands. Children related making their brand selection to the influences of print advertising, free sampling, promotional items, package design, and the implied health benefits of reduced-tar brands.