Eye movement responses to health messages on cigarette packages.

BMC Public Health
Loes T E Kessels, Robert A C Ruiter

Abstract

While the majority of the health messages on cigarette packages contain threatening health information, previous studies indicate that risk information can trigger defensive reactions, especially when the information is self-relevant (i.e., smokers). Providing coping information, information that provides help for quitting smoking, might increase attention to health messages instead of triggering defensive reactions. Eye-movement registration can detect attention preferences for different health education messages over a longer period of time during message exposure. In a randomized, experimental study with 23 smoking and 41 non-smoking student volunteers, eye-movements were recorded for sixteen self-created cigarette packages containing health texts that presented either high risk or coping information combined with a high threat or a low threat smoking-related photo. Results of the eye movement data showed that smokers tend to spend more time looking (i.e., more unique fixations and longer dwell time) at the coping information than at the high risk information irrespective of the content of the smoking-related photo. Non-smokers tend to spend more time looking at the high risk information than at the coping information when t...Continue Reading

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Citations

Apr 1, 2014·Zeitschrift für Gesundheitswissenschaften = Journal of public health·Dina L G Borzekowski, Joanna E Cohen
Dec 14, 2017·Health Psychology Review·Gerjo KokRobert A C Ruiter
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May 13, 2020·International Journal of Environmental Research and Public Health·Hyejin ParkYounbyoung Chae

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