Young Adult Smokers' and Prior-Smokers' Evaluations of Novel Tobacco Warning Images

Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco
Benjamin Healey, Janet Hoek

Abstract

On-pack warning labels represent a very cost-effective means of communicating with smokers, who potentially see warnings each time they retrieve a cigarette. Warning labels have traditionally depicted graphic health consequences of smoking but emerging evidence suggests the distal consequences shown may prove less effective in prompting cessation among young adults. We used a novel micro-survey approach to compare novel and traditional warnings, and provide an empirical foundation for a larger study. We recruited 4649 male and 2993 female participants aged 18-34 from Google Consumer Survey's Australian panel of Android mobile phone users. A screening question resulted in a sample comprising 3183 daily, non-daily, and former smokers. Twenty images corresponding to social and health risks, tobacco industry denormalization, and secondhand smoke (SHS) were tested in paired comparisons where respondents selected the image they thought most likely to prompt cessation. Irrespective of smoking status, respondents rated messages featuring harm to children as most effective and industry denormalization messages and adult SHS warnings as least effective. Within smoker groups, daily smokers rated social concerns more highly; non-daily smok...Continue Reading

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Citations

Nov 18, 2015·Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco·Carlos GantivaTania Romo-González
Feb 21, 2018·Journal of Health Communication·Philip GendallKatherine Gendall
Jan 25, 2019·Health Communication·Aaron DrovandiBunmi Malau-Aduli
Mar 15, 2016·International Journal of Public Health·Farahnaz IslamJames F Thrasher

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