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Effects of Including a Graphic Warning Label in Advertisements for Reduced‐Exposure Products: Implications for Persuasion and Policy 1
Author(s) -
Stark Emily,
Kim Anita,
Miller Chris,
Borgida Eugene
Publication year - 2008
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.2007.00305.x
Subject(s) - persuasion , advertising , product (mathematics) , fear appeal , psychology , appeal , packaging and labeling , health risk , business , marketing , social psychology , environmental health , medicine , political science , geometry , mathematics , law
Considerable interest has focused on making warning labels on tobacco‐product packaging more effective in communicating risk to current and potential smokers. However, none of this work to date has involved the communication of risk information about reduced‐exposure products, or how a graphic warning label may function in advertisements. Reduced‐exposure products pose an interesting public health challenge in light of the fact that many advertisements for such products convey safety claims that may undermine the likelihood that potential consumers will process warnings about the products. The present study examines the influence of graphic warning labels on ratings of advertisements for 3 different types of tobacco products. Results showed that including a graphic picture lowered the appeal ratings for the product.