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Researchers at the Cancer Council Victoria in Australia examined the influence of cigarette brand name on the sensory experience of smoking a cigarette. Australian smokers smoked two ‘premium’ cigarettes, one with the brand variant name shown and one with the brand variant name masked (which provided ‘objective’ ratings). Unknown to participants, the two cigarettes were identical.
Branded cigarettes were rated as having a significantly more favorable taste. Branded cigarettes were also rated as being less stale. Purchase intent tended to be higher among those shown the branded cigarette compared to the masked cigarette. An article about the research is published in BMC Public Health.
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