Background:
Emotional attachment to your brand of cigarettes or snus might imply a lower tendency to want to quit smoking or using snus.
Aim: Investigate emotional attachment to the personal snus or cigarette pack, and its potential effect on quitting plans, among snus users and smokers.

Methods:
A sample of 1625 smokers and 1626 snus users, aged 16-75, recruited from a web-panel, and weighted according to national statistics on smoking and snus use within gender, age and region. Mean age: 41 years, and 41% women. A principal component analysis showed that all positive feelings loaded on a single component, which was used in a multinomial adjusted regression, with a three-point quitting-plans variable as the dependent variable (no quitting plan, plan to quit during this month, plan to quit later). Adjustments were made for gender, age, education, tobacco product (cigarettes or snus), and last month quitting attempts.

Results:
A relatively large minority (20-30%) of smokers and snus users agreed fully or partly with statements expressing positive feelings related to buying and using their choice of tobacco brand. The exception was the statement “I like my current/regular pack”, which was endorsed by 65% of smokers and 75% of snus users. Adjusted multinomial regression showed that those who had less positive feelings related to their pack were more likely to have plans to quit tobacco within the next month (AOR=1.5, p< 0.001), or to have plans to quit at some later date (AOR=1.2, p< 0.001), than to have no quitting plans (ref). Other significant factors were gender and earlier quit attempts.

Conclusions:
Emotional attachment to cigarette and snus brands and packages reduces the likelihood of having plans to quit tobacco, which might in turn result in lower actual quitting behaviour. Regulatory actions that reduce emotional attachment, e.g. standardised packaging, may potentially affect quitting behaviour.