IDMatrec

Impact of (De-) Marketing Alcohol and Tobacco on Consumer Interpretation and Consumption motivation

Project leader: Gaëlle PANTIN SOHIER

Our project aim is to analyse:

1 / The effect of tobacco and alcohol packaging on the products' and brands' image and if the consumer's interpretations have an effect on young peoples' motivations to consume these products. The packaging of these products deserves special attention as it is an advertising tool to circumvent the Evin law;

2 / To test the effectiveness of certain "demarketing" devices proposed by public health actors in France and internationally to counter the marketing of industrialists:

- health pictograms on bottles containing alcohol in France;

- health messages alcohol advertisements in France ("excessive consumption of alcohol is dangerous for health")

- the neutral packet of cigarettes depicting no logo or attractive colours (device introduced in Australia in 2012).