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Identifying and selecting effective graphic health warnings to prevent perceptual wearout on tobacco packaging and in advertising

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  • Scot Burton
  • J. Craig Andrews
  • Richard G. Netemeyer

Abstract

Graphic visual health warnings (GHWs) on cigarette packaging are used in more than 120 countries globally. Because there are concerns about the effectiveness of using the same visual warnings over many years due to wearout, a primary issue is how to identify the most effective visual stimuli. Adolescent smokers and nonsmokers provided more than 2000 ratings of different visual warnings. Cluster analysis and follow‐up analyses are used to identify a high‐performing visual stimuli group from the larger group of GHWs. Subsequent analyses also show that compared to other pictorial stimuli, the high‐performing group is perceived as effective in preventing adolescent smoking initiation and adolescent smokers' motivation to quit. These findings addressing the selection and evaluation of high‐performing visual warnings have implications for global health and public policy communities through identification of pictorial warnings that can be most effective in impacting smoking‐related outcomes for adolescents.

Suggested Citation

  • Scot Burton & J. Craig Andrews & Richard G. Netemeyer, 2021. "Identifying and selecting effective graphic health warnings to prevent perceptual wearout on tobacco packaging and in advertising," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 609-621, June.
    • Handle: RePEc:bla:jconsa:v:55:y:2021:i:2:p:609-621
    DOI: 10.1111/joca.12359
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    References listed on IDEAS

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    1. Karine Gallopel†Morvan & Janet Hoek & Sophie Rieunier, 2018. "Do Plain Packaging and Pictorial Warnings Affect Smokers' and Non†Smokers' Behavioral Intentions?," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(1), pages 5-34, March.
    2. Netemeyer, R.G. & Andrews, J.C. & Burton, S., 2005. "Effects of antismoking advertising-based beliefs on adult smokers' consideration of quitting," American Journal of Public Health, American Public Health Association, vol. 95(6), pages 1062-1066.
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