Attitude toward smoking: the effect of negative smoking-related pictures

Abstract

Research background: Endeavouring to develop healthy societies is a primary goal in many countries. As smoking is a major problem of public health, lowering the extent of smoking is one of the conditions for developing a healthy society. Based on the research revealing that the pairing of the product with negative stimuli enhances the possibility of negative reaction to the product as negative stimulus transfers it’s meaning to the product, tobacco packaging was labelled with negative smoking-related pictures illustrating the danger of smoking. Nevertheless, the extent of smoking is still large in many countries. Hence, the effect of negative smoking-related pictures has been the subject of intense debate within the scientific community.Purpose of the article: The aim of this research is to determine the effect of negative smok-ing-related pictures on the both implicit and explicit attitude toward smoking.Methods: For the purpose of determining the effect of negative smoking-related pictures on the both implicit and explicit attitude toward smoking, Implicit Association Test and ques-tionnaire survey were provided. The questionnaire was elaborated based on the analysis and synthesis of scientific literature.Findings & Value added: The theoretical analysis substantiated the influence of attitude toward the product on consumer purchase decisions. Nevertheless, people do not always want to reveal their opinion, hence traditional marketing research methods for measuring explicit attitude are not sufficient as they are often not objective. Therefore, neuromarketing research methods complement traditional marketing research methods by providing more objectivity. Consequently, the Implicit Association Test and traditional questionnaire research are applied for the empirical research, revealing the effect of negative smoking-related pictures on the both implicit and explicit attitude toward smoking. The recommendations for the usage of negative smoking-related pictures on purpose to influence attitude toward smoking and consumer purchase behaviour are substantiated.

Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda

“…The IAT and ET investigation of Pileliene and Grigaliunaite [ 76 ] found that warm-colour temperature attracts more visual attention to the advertisement; thereby generating a positive implicit attitude and inducing the buying intentions toward the advertised product, compared with cool-colour temperature advertisements, whether the spokesperson is a female or male celebrity. Similarly, Grigaliunaite and Pileliene [ 77 ] found that negative smoking images reflected a negative implicit attitude/behaviour of individuals toward those images and smoking behaviour, increasing the influence on individuals’ intention to whether to quit or not to start smoking. The ERP, ET, and questionnaire investigation of Pileliene and Grigaliunaite [ 78 ] found that a well-known female spokesperson has a significant impact on the effectiveness of fast-moving consumer-goods advertising.…”

Biomedical Technology in Studying Consumers’ Subconscious Behavior

“…IAT to measure the consumers' attitudes (e.g., like, dislike). For example, liked brands generate more motivational aspects than disliked brands [37], negative pictures related to smoking cause a negative attitude (e.g., quit or not start smoking) [16].…”

“…Venkatraman, et al [19] found that the response latency between when each image was paired with a positive or a negative word served as an implicit measure of emotional valence toward each ad. The IAT and survey investigation of Grigaliunaite and Pileliene [16] found that The negative pictures related to smoking cause a negative implicit attitude of customers toward those pictures, then toward smoking behavior, which increases the influence on customers' intention to quit or not start smoking.…”

“…Physiological tools can record the physiological responses (e.g., visual fixation, pupil dilation, eye movement, and excitement) at the purchase point; thereby providing reliable and valuable information about preference (e.g., preferred/like or not preferred/dislike) [15]. IAT can measure consumers' attitudes (e.g., approach or withdrawal behavior) toward stimuli [16]. Self-report can measure the consciousness of consumer responses toward stimuli [13].…”

What Do You Need to Know? A Systematic Review and Research Agenda on Neuromarketing Discipline

“…In addition, the prime issue in front of neuromarketing applications is diverse social needs, predominantly when it originates in marketing communication, and it is complex to understand human brains [69]. However, to build healthy societies, several countries have been employing neuromarketing tools in practices to foster social welfare [70]. The stimulus of social information on consumer behavior offers the groundwork for research in the field of neuromarketing to uncover the secrets of consumer decision-making [71].…”