Short and Sweet: The Persuasive Effects of Message Framing and Temporal Context in Antismoking Warning Labels

• In Event: Anti-Smoking Messages and Campaigns

Abstract

Warning labels on cigarette packages are generally focused on long-term costs that can be incurred if one continues smoking. This study compares the effects of these labels against warning labels that stress short-term costs of smoking, as well as labels that stress benefits that can be obtained when one quits smoking. A 2 (message frame: gain vs. loss) x 2 (temporal context: short vs. long-term) between-subjects experiment was conducted among 134 smokers. Findings were in line with theory regarding message framing and temporal discounting, showing enhanced effects of gain versus loss frames and short- versus long-term consequences on warning labels. Additionally, an interaction between message frame and temporal context was found. Gain framed messages showed stronger effects on intentions to quit smoking than loss framed messages, especially when warning labels concerned short-term outcomes. Findings suggest that warning labels should stress the immediate benefits of quitting smoking.

Authors

• Saar Mollen, University of Amsterdam

• Susanne Engelen, U of Amsterdam

• Bas van den Putte, ASCoR, U of Amsterdam

• Loes Kessels, U of Maastricht