Effect of message congruency on attention and recall in pictorial health warning labels

Tobacco Control
Kirsten LochbuehlerAndrew A Strasser

Abstract

The nine pictorial health warning labels (PWLs) proposed by the US Food and Drug Administration vary in format and feature of visual and textual information. Congruency is the degree to which visual and textual features reflect a common theme. This characteristic can affect attention and recall of label content. This study investigates the effect of congruency in PWLs on smoker's attention and recall of label content. 120 daily smokers were randomly assigned to view either congruent or incongruent PWLs, while having their eye movements recorded. Participants were asked to recall label content immediately after exposure and 5 days later. Overall, the image was viewed more and recalled better than the text. Smokers in the incongruent condition spent more time focusing on the text than smokers in the congruent condition (p=0.03), but dwell time of the image did not differ. Despite lower dwell time on the text, smokers in the congruent condition were more likely to correctly recall it on day 1 (p=0.02) and the risk message of the PWLs on both day 1 (p=0.01) and day 5 (p=0.006) than smokers in the incongruent condition. This study identifies an important design feature of PWLs and demonstrates objective differences in how smokers pr...Continue Reading

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Citations

Feb 9, 2018·International Journal of Environmental Research and Public Health·James F ThrasherDavid Hammond
Apr 15, 2018·Tobacco Control·Timothy Dewhirst, Wonkyong Beth Lee
Apr 19, 2018·Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco·J Craig AndrewsJeremy Kees
Jul 10, 2018·Health Communication·Emily BrennanJoseph N Cappella
Mar 2, 2019·Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco·Jamie GuilloryJames Nonnemaker
Aug 9, 2020·Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco·Jennifer Cornacchione RossErin L Sutfin
Jun 20, 2018·Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco·Kirsten LochbuehlerAndrew A Strasser
Jun 23, 2020·Human Communication Research·Seth M NoarNoel T Brewer
Sep 13, 2019·Addiction Research & Theory·Daniel OwusuLucy Popova

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