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Blot W J, McLaughlin J K, Winn D M et al
Overall, 77.5% of the participants reported being female, 22.0% were male, and 0.4% were diverse
The new packaging is effective because it changes the value proposition of the cigarettes in the consumers mindsinstead of seeing them as a cool, popular, and almost luxurious product that provides a certain pleasure and satisfaction, it is instead portrayed as a detrimental and dangerous health risk
References [1] Discussed in several documents retrieved from Truth Tobacco Industry Documents [2] 'THE PAXTON PACKAGE Consumer Research In Fresno, California and Tulsa, Oklahoma', a report by William Esty and Co for R J Reynolds, September 1963 [3] Memo for W A Sugg to W S Smith (Philip Morris Vice President) about the Paxton trial in Tulsa and Fresno, retrieved from Truth Tobacco Industry Documents [4] 'The Maxwell Report (1968)' from the Tobacco Reporter, volume 95 No
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