Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland
Tobacco control, 2018.
advertising and promotionnon-cigarette tobacco productspackaging and labellingtobacco industry
IQOS was marketed as a sophisticated, high tech and aspirational product. Because youth and young adults are more interested in such product positioning, this approach raises some concern about youth appeal. This research shows cultural factors appeared to affect the appeal of this messaging, indicating that prevalence and uptake data wil...More
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