Effects of plain packaging on decision-making and reward for nicotine cigarettes
Researchers at the University of Kansas Medical Center, USA reviewed the state of research on plain packaging in terms of a biopsychosocial model of addiction in which behavioral studies of plain packaging can identify changes related to packaging, whereas neuroimaging studies can identify biological changes underlying the psychological and social impacts. Together, these studies show that plain packaging may reduce positive perceptions of smoking by reducing related reward responses in the brain, thus increasing the likelihood that smokers will be able to resist the urge to smoke, and perhaps quit smoking altogether. An article about the research is published in Neuroscience and Neuroeconomics.
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