The Effects of Natural Cigarette Descriptors on Adolescents’ Brand-Related Beliefs, Attitudes, and Intentions

Abstract

The marketing of natural cigarettes has been widely criticized by consumer advocates and public policymakers. In recent years, consumer advocates have charged the tobacco industry with introducing natural cigarettes as an attempt to appeal to new smokers. “Natural” cigarettes include package-based descriptors regarding their inherent purity (e.g., “additive-free,” “100% Pure ’ Natural”) and youth may be especially susceptible to the implied health claims in such descriptions. Any such favorable health perceptions are particularly dangerous since natural cigarettes often deliver greater levels of nicotine and may be more addictive than regular cigarettes.