It took too long to read I just paraphrased it- like so many long articles. I just don't have the patience anymore.
I used to do cigarette advertising overseas a long time ago I admit- something I would not do now. One of the findings we were given by the research company- years of serious work paid for by one of the largest players in tobacco- was that the pack was a flag. People used to fiddle with it- show it- it said to outsiders- and friends what they stood for- in short it flagged that they were a kind of Marlboro person- or a Rothmans person or a Dunhill person and so on.
So logically, an important part of buying one brand over another- let alone the flavour, taste, fragrance, cost, pack design, justification and so on was the pack. So if you take the pack away, and make it "el blando" a plain white box crammed with ignored health and mortality warnings-you take away one part of the reasons for purchase- so logically people will buy less.
That's the theory.
Now what about the test situation?
