Adolescents' Perceptions of Canadian Cigarette Package Warning Labels: Investigating the Effects of Message Framing

Abstract

This study investigates gain-framed and loss-framed messages on graphic cigarette warning labels and their effects on adolescents' smoking-related attitudes and behaviors. Canadian cigarette warning labels emphasizing health consequences of smoking (loss-framed) were digitally manipulated into gain-framed versions. High school students (N = 210) completed a questionnaire measuring attitudes, perceptions of the warnings, and behavioral intentions. The study used a posttest-only comparison group design with random assignment. The independent variable was message framing (loss-framed, gain-framed avoidance, gain-framed benefits), and the dependent variables were (a) attitudes toward the warning, (b) attitudes toward smoking, (c) effectiveness in reducing smoking levels, (d) intentions to smoke, (e) effectiveness in improving one's ability to quit, and (f) effectiveness in increasing the likelihood of a smoker quitting. Results indicate that adolescents had more favorable attitudes toward the loss-framed warnings and perceived them as more effective than the gain-framed warnings. Further, smokers exposed to the loss-framed version featuring decaying teeth had significantly lower intentions to smoke in the future. Loss-framed warning labels appear to have a positive influence on adolescents' smoking-related attitudes and behavioral intentions.

A Review on the Effects of Health Warnings Printed on Cigarette Packages on Smokers

“…Yarar çerçeveli mesajlar sigarayý býrakmanýn olumlu sonuçlarýný ön plana çýkarýrken (örn., sigarayý býrakmak akciðer kanserine yakalanma olasýlýðýný azaltýr); zarar çerçeveli mesajlar sigara içmenin neden olduðu olumsuz sonuçlarý (örn., sigara içmek akciðer kanserine yakalanma riskini arttýrýr) ön plana çýkarmaktadýr (29). Sigara paketleri üzerinde yer alan uyarýlarla ilgili çalýþmalarýn bulgularý, genellikle, zarar çerçeveli mesajlarýn bu uyarýlarýn etkinliðini arttýrdýðýna iþaret etmektedir (23,29,30). Sigara paketleri üzerindeki zarar çerçeveli uyarýlarýn yarar çerçeveli uyarýlara göre, sigaranýn oluþturduðu saðlýk risklerini daha iyi anlattýðýný (23,30), kullanýcýlarýn sigarayý býrakmasýný daha çok kolaylaþtýrdýðýný ya da kullanýlan sigara miktarýný azaltmada daha etkili olduðunu (30) ortaya koyan çalýþ-malara rastlanmaktadýr.…”

‘Join us on our journey’: exploring the experiences of children and young people with type 1 diabetes and their parents

“…In another study adolescents responded more favorably toward a loss-framed message that depicted tooth decay as a consequence of smoking, than a gain-framed message (Goodall & Appiah, 2008). Adolescents predicted the loss-framed message would lead to lower intentions to smoke in the future and that the loss-framed message more accurately reflected the consequences of smoking than the gain-framed message.…”

“…expectancy-related and health-related alcohol warning labels Goodall & Appiah (2008) Adolescents' perceptions of Canadian cigarette package warning labels: investigating the effects of message framing. …”

Effects Of Anti-Tobacco Brands Ad Parodies On Cigarette Brands Attitude

“…As kinds of anti-tobacco warnings, anti-tobacco brand ad parodies and cigarette package warnings are both likely to induce negative emotional reactions, such as fear or disgust (Goodall and Appiah 2008). However, the extent to which ad parodies and cigarette package warnings elicit negative emotional responses may differ.…”