Perception & Behavior

      Understanding how our smoke-free products will be perceived and used

      You can find a summary of our entire product assessment program in the PMI Science Booklet.

      Our smoke-free products have the potential to present less risk of harm for individual smokers who fully switch and to reduce harm for the population as a whole. In order to determine the likely effect that they would have on the population, it is important to understand how our smoke-free products are perceived and how users will behave with those products.

      Smoke-free products have been designed to achieve a reduction in the harm that smoking causes. They are intended only for adult smokers who would otherwise continue using tobacco or nicotine. They are not intended for smokers who have quit tobacco and nicotine, or for those who have never used cigarettes or other tobacco products. Moreover, these products should not be used as a cessation device.

      Communication is key

      It is important for consumers to understand that our smoke-free products are not risk-free. They are designed and intended for adult smokers who would otherwise continue to smoke. These products are not for never-smokers or ex-smokers. Therefore, effective communication directed to current smokers is crucial. As explained in the harm reduction section, only if current smokers who would otherwise continue to smoke choose instead to fully switch to smoke-free products, can the greatest positive impact on population health be achieved.

      We conducted several survey- and questionnaire-based studies to investigate the effect of introducing smoke-free products on:

      1. Tobacco use behavior amongst adult smokers
      2. Tobacco use initiation amongst adult non-smokers
      3. Consumer understanding of product messages and perception of risks

      You can read our scientific posters and presentations to learn about the most up-to-date results.