Smoke signals: The decline of brand identity predicts reduced smoking behaviour following the introduction of plain packaging

- This study tested a social-identity mechanism for explaining the impacts of Australia's plain cigarette packaging legislation.
- Reductions in brand identification were significantly associated with reduced smoking behaviours.
- Reductions in brand identification were also associated with increased quit intentions and quit attempts.

This study tests a social identity based mechanism for the effectiveness of plain tobacco packaging legislation, introduced in Australia in December 2012, to reduce cigarette smoking. 178 Australian smokers rated their sense of identification with fellow smokers of their brand, positive brand stereotypes, quitting behaviours and intentions, and smoking intensity, both before and seven months after the policy change. Mediation analyses showed that smokers, especially those who initially identified strongly with their brand, experienced a significant decrease in their brand identity following the introduction of plain packaging and this was associated with lower smoking behaviours and increased intentions to quit. The findings provide the first quantitative evidence that brand identities may help maintain smoking behaviour, and suggest the role of social-psychological processes in the effectiveness of public health policy.