The effect of retail cigarette pack displays on unplanned purchases: results from immediate postpurc

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The effect of retail cigarette pack displays on
unplanned purchasesresults from immediate
post-purchase interviews

• Brennen Mills
• Owen Carter
• Rob Donovan

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Point-of-sale tobacco displays
Cigarettes
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Bans on Tobacco Point-of-Sale Displays
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Tobacco Point of Sale Display Restrictions in WA

• Restrictions in WA include
• No more than 150 cigarette packs in view
• Limited to one example of each product
• Total area can not exceed 1m2
• POWER WALLS

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Tobacco Industry Argument

• Point-of-sale displays do
• Encourage brand switching among smokers
• Point-of-sale displays do not
• Increase overall consumption of tobacco

Wakefield, M. Germain, D. Adult smokers' use of
point-of-sale displays to select cigarette
brands. Aust N Z J Public Health 2006 30
4834.
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Previous Data Suggests

• Point-of-sale displays boost tobacco purchases
  12-28
• Prompt unplanned purchases
• Jeopardise quit attempts

Feighery, E., Borzekowski, D. L., Schooler, C.
Flora, J. Seeing, wanting, owning the
relationship between receptivity to tobacco
marketing and smoking susceptibility in young
people. Tob Control 1998 7 1238.
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Limitation of past studies

• Phone surveys collect retrospective data
• Subject to recall bias
• Free of memory bias

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Methods
344 people approached
138 declined
206 participated
60 response rate
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Participants age

• Average participant age was 37
• No minors
• 1-30 cigarettes per day
• 44 males
• 56 females

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Did you plan to purchase cigarettes before
entering this store?
Dont know
Impulse
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Why did you decide to purchase those cigarettes?
22 NO
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Unplanned purchase
Run Out
78 YES
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Did you see anything in store that prompted you
to purchase those cigarettes?

• 8 spontaneously mentioned the point-of-sale
  display
• Others stated
• A sign for the supermarket
• Seeing another customer
• buy cigarettes
• The Bottle shop

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Did the point-of-sale display encourage you to
purchase cigarettes in this instance?

• 19 responded yes
• 47 of all unplanned purchases were influenced by
  the point-of-sale display
• 12 of planned purchases were influenced by the
  point-of-sale display

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Brand Loyal

• 95 did not brand switch
• Reinforces current data on brand switching

Wakefield, M., Germain, D. Henriksen, L. The
effect of retail cigarette pack displays on
impulse purchase. Addiction 2008 103 3228.
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Brand Switching
Of the 11 (5)

• 5 recommended by friend or family
• 6 felt like something different
• None spontaneously mentioned the point-of-sale
  display

Something different
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Support for Point-of-Sale Display Removal

• Only 12 unsupportive
• 49 supportive
• 39 did not care
• 88
• More than 4X as many supportive as unsupportive

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Point-of-Sale Displays and Quitting

• 49 disagreed
• 28 agreed
• Unplanned purchasers significantly more likely to
  agree than planned purchasers (59 vs. 29)

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Point-of-Sale Tobacco Displays
We found that point-of-sale tobacco displays

• 10 of unplanned purchases
• 4659 (95 CI) of spontaneous purchases
• Our findings suggest that point-of-sale tobacco
  displays
• Contribute 614 (95 CI) of all tobacco
  purchases
• Cut impulse purchases in half
• Reducing overall tobacco consumption by
• 6

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Any Questions?

• Brennen Mills
• UWA final year practicum student
• Centre for Behavioural Research in Cancer Control
• b.mills_at_curtin.edu.au
• millsb01_at_student.uwa.edu.au
• 08 9266 4535