The way our research is different is that we've been using objective, behavioural measures to look at the effectiveness of plain packaging. What do people's eyes do when they see a plain pack, as compared to a branded pack?'

Moves to impose plain packaging for cigarettes, including Australia's 2012 legislation on standardised #packaging and the recent UK commitment to do the same, have been strongly influenced by Olivia Maynard's #research into #tobaccopackaging, using eye-tracking #technology to measure the eye movements of adults and adolescents when viewing branded and plain cigarette packs.

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Olivia Maynard won Second Prize for 'Outstanding Early Career Impact' at the ESRC Celebrating Impact Prize 2014. The ESRC Celebrating Impact Prize recognises and rewards the successes of ESRC-funded #researchers achieving outstanding economic and societal impacts.

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