Using Graphic Warning Labels to Counter Effects of Social Cues and Brand Imagery in Cigarette Advertising

Autor/inn/en	Niederdeppe, J.; Kemp, D.; Jesch, E.; Scolere, L.; Greiner Safi, A.; Porticella, N.; Avery, R. J.; Dorf, M. C.; Mathios, A. D.; Byrne, S.
Titel	Using Graphic Warning Labels to Counter Effects of Social Cues and Brand Imagery in Cigarette Advertising
Quelle	In: Health Education Research, 34 (2019) 1, S.38-49 (12 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0268-1153
DOI	10.1093/her/cyy039
Schlagwörter	Smoking; Cues; Advertising; Imagery; Youth; Merchandise Information; Intention; Health Behavior; Middle School Students; Adults; Marketing; Control Groups; Experimental Groups; Social Behavior; Risk; Beliefs; Emotional Response + Suchen Sie Ihr Suchwort? Rauchen; Stichwort; Werbung; Metaphorik; Jugend; Jugendlicher; Jugendalter; Health behaviour; Gesundheitsverhalten; Middle school; Middle schools; Student; Students; Mittelschule; Mittelstufenschule; Schüler; Schülerin; Social behaviour; Soziales Verhalten; Risiko; Belief; Glaube; Emotionales Verhalten
Abstract	Exposure to cigarette advertising can increase the likelihood of youth smoking initiation and may encourage people who already smoke to continue. Requiring prominent, graphic warning labels could reduce these effects. We test whether graphic versus text-only warning labels in cigarette advertisements influence cognitive and emotional factors associated with youth susceptibility to smoking and adult intentions to quit. We conducted two randomized, between-subjects experiments with middle-school youth (n = 474) and adult smokers (n = 451). Both studies employed a two (graphic or text-only warnings) by two (advertisements with social cues or brand imagery) factorial design with a fifth, offset control group (social cue advertisements with the current US Surgeon General's Warning). Graphic warnings outperformed text-only warnings in reducing visual attention to the advertisement, generating visual attention to the warning and arousing more negative affect. Graphic warnings also reduced the appeal of cigarette brands among youth relative to social cue advertisements with the Surgeon General's warnings. None of the warnings (graphic or textual) influenced health risk beliefs. Graphic warning labels on cigarette advertisements appear to have effects similar to those observed on cigarette packs in previous work, with an added benefit of reducing cigarette brand appeal among youth. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01