Do the Ends Justify the Means? A Test of Alternatives to the FDA Proposed Cigarette Warning Labels

• In Event: Health Narratives and Messages

Abstract

This paper seeks to provide empirical, social scientific tests of alternatives to the originally proposed U.S. Food and Drug Administration (FDA) cigarette package warning labels on health risk beliefs, perceived fear, and effectiveness. Results from three studies examine research questions based on legal disputes surrounding these warning labels, including the mediating role of health risk beliefs and perceived fear in shaping their effectiveness. The first study featured non-smoking young adults (who may be at risk for future smoking), while the second and third studies sampled adult daily smokers. Each study was a randomized experiment with five warning label image conditions. Results consistently indicate that graphic warning labels (in both color and black-and-white) appear more effective than other, less-restrictive strategies, largely due to their effects in promoting increased perceptions of fear. We conclude with a discussion of the results, highlighting implications, public policy considerations, and suggestions for future research.

Authors

• Sahara Byrne, Cornell U

• Sherri Jean Katz, Cornell U

• Jeff Niederdeppe, Cornell U

• Alan D. Mathios, Cornell U