Changes to cigarette packaging influence US consumers' choices: Results of two discrete-choice experiments to inform regulation.

Introduction: While plain packaging of tobacco products has emerged as a policy intervention to reduce smoking, regulators in the US have limited ability to implement plain packaging. We sought to identify the impact of subtle changes to cigarette packaging (Study 1) and how packaging design influenced participant choices based on appeal, harm, and style (Study 2).

Methods: We conducted two discrete-choice experiments with US adult smokers online in 2018.