Improving the Effectiveness of Tobacco Warning Labels: An Analysis of Objective Image Features

• In Event: HIGH-DENSITY: Tobacco Warning Label Mechanisms and Effects

Abstract

Background: Images are often used to increase message effectiveness. However, little is known about the image features that are most effective. Past research on tobacco warning labels (TWLs) has examined the effects of small sets of labels which do not provide insight into the features that may be responsible for these effects.
Objective: This study identified features in a large set of TWLs and then examined their effectiveness across four outcome measures.
Method: A set of TWLs (N=319) underwent content analysis for over 60 features. Current smokers (N= 1378) then rated a random 6 TWLs on four outcome measures.
Results: TWLs with testimonial appeals increased emotional engagement and perceived effectiveness. This effect differed by stage of change. Additionally, depictions of diseased or damaged body parts were effective.
Conclusion: This study provides insight about features of TWLs that increase effectiveness across a large stimulus set allowing for more generalizable inferences.

Authors

• Jazmyne A Sutton, U of Pennsylvania

• Sijia Yang, U of Pennsylvania

• Joseph N. Cappella, U of Pennsylvania