Competing Pathways of Influence: Graphic Warnings, Negative Affect, Avoidance, Freedom Threat Perceptions, and Smoking-Related Outcomes

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

Abstract

This study seeks to further our understanding of the roles of anticipated avoidance and perceived threat to freedom in the processing and effects of graphic warning labels (GWLs) on cigarette packs. A test of FDA-proposed GWLs among regular smokers (N=251) showed that although neither of the two responses to health messages had a negative association with intention to quit, they both were positively associated with unintended outcomes. When modeled as parallel mediators alongside negative affect, thus accounting for the confounding effect of negative emotions, both anticipated avoidance and perceived threat to freedom were positively associated with risk-justifying, worth-it beliefs. Contrary to expectations, a positive association between anticipated avoidance and worth-it beliefs emerged only for smokers with high confidence in their ability to quit. Freedom threat perceptions were related to increased desire to smoke. Implications for research and practice are discussed.

Authors

• Julie Davydova, Cornell University

• Jeff Niederdeppe, Cornell U

• Sahara Byrne, Cornell U

• Christofer Skurka, Cornell U