Effects of including a graphic warning label in advertisements for reduced-exposure products: Implications for persuasion and policy

Emily Stark, Anita Kim, Chris Miller, Eugene Borgida

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

Considerable interest has focused on making warning labels on tobacco-product packaging more effective in communicating risk to current and potential smokers. However, none of this work to date has involved the communication of risk information about reduced-exposure products, or how a graphic warning label may function in advertisements. Reduced-exposure products pose an interesting public health challenge in light of the fact that many advertisements for such products convey safety claims that may undermine the likelihood that potential consumers will process warnings about the products. The present study examines the influence of graphic warning labels on ratings of advertisements for 3 different types of tobacco products. Results showed that including a graphic picture lowered the appeal ratings for the product.

Original languageEnglish (US)
Pages (from-to)281-293
Number of pages13
JournalJournal of Applied Social Psychology
Volume38
Issue number2
DOIs
StatePublished - Feb 1 2008

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