The Framework categorises consumer response into dimensions: (1) cognitive, (2) affective and (3) behavioural.24 In relation to cognitive response, judgements based on the visual information perceived by the consumer, we focused on perceptions of harm, attractiveness and user associations (ie, what the cigarette pack communicates about the person who uses it).24 In relation to affective response, emotion-driven responses, we assessed user interest in the product and surprise (ie, whether the pack is perceived as novel to a consumer).24 The Context of Consumption Framework also recognises how consumer perceptions are impacted by personal characteristics such as sex, age, gender and socioeconomic status and visual references, such as other consumer products, colour conventions and nature.24 The aim of the present study was to explore young adult Filipinos perceptions of flavoured cigarettes, including menthol and flavour capsule cigarettes, and how they interpret commonly used descriptors and imagery on flavoured cigarette packaging
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