Cigarette packaging and health warnings: the impact of plain packaging and message framing on young smokers.

Abstract:

OBJECTIVE:This study examined the impact of pictorial cigarette-warning labels, warning-label message framing and plain cigarette packaging, on young adult smokers' motivation to quit. METHODS:Smokers aged 18-30 years (n=740) from a consumer research panel were randomised to one of four experimental conditions where they viewed online images of four cigarette packs with warnings about lung disease, cancer, stroke/heart disease and death, respectively. Packs differed across conditions by warning-message framing (gain vs loss) and packaging (branded vs plain). Measures captured demographics, smoking behaviour, covariates and motivation to quit in response to cigarette packs. RESULTS:Pictorial warnings about lung disease and cancer generated the strongest motivation to quit across conditions. Adjusting for pretest motivation and covariates, a message framing by packaging interaction revealed gain-framed warnings on plain packs generated greater motivation to quit for lung disease, cancer and mortality warnings (p<0.05), compared with loss-framed warnings on plain packs. CONCLUSIONS:Warnings combining pictorial depictions of smoking-related health risks with text-based messages about how quitting reduces risks, may achieve better outcomes among young adults, especially in countries considering or implementing plain packaging regulations.

journal_name

Tob Control

journal_title

Tobacco control

authors

Mays D,Niaura RS,Evans WD,Hammond D,Luta G,Tercyak KP

doi

10.1136/tobaccocontrol-2013-051234

subject

Has Abstract

pub_date

2015-03-01 00:00:00

pages

e87-92

issue

e1

eissn

0964-4563

issn

1468-3318

pii

tobaccocontrol-2013-051234

journal_volume

24

pub_type

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