ERIC Number: EJ1208295
Record Type: Journal
Publication Date: 2019-Feb
Pages: 12
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0268-1153
EISSN: N/A
Available Date: N/A
Using Graphic Warning Labels to Counter Effects of Social Cues and Brand Imagery in Cigarette Advertising
Niederdeppe, J.; Kemp, D.; Jesch, E.; Scolere, L.; Greiner Safi, A.; Porticella, N.; Avery, R. J.; Dorf, M. C.; Mathios, A. D.; Byrne, S.
Health Education Research, v34 n1 p38-49 Feb 2019
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.
Descriptors: 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
Oxford University Press. Great Clarendon Street, Oxford OX2 6DP, UK. Tel: +44-1865-353907; Fax: +44-1865-353485; e-mail: jnls.cust.serv@oxfordjournals.org; Web site: http://her.oxfordjournals.org/
Publication Type: Journal Articles; Reports - Research
Education Level: Junior High Schools; Middle Schools; Secondary Education
Audience: N/A
Language: English
Sponsor: Eunice Kennedy Shriver National Institute of Child Health and Human Development (NICHD) (NIH); Food and Drug Administration (FDA) (DHHS/PHS), Center for Tobacco Products (CTP)
Authoring Institution: N/A
Grant or Contract Numbers: R011HD079612
Author Affiliations: N/A