TY - JOUR
T1 - Effectiveness of Cigarette Warning Labels
T2 - Examining the Impact of Graphics, Message Framing, and Temporal Framing
AU - Nan, Xiaoli
AU - Zhao, Xiaoquan
AU - Yang, Bo
AU - Iles, Irina
N1 - Publisher Copyright:
© , Copyright © Taylor & Francis Group, LLC.
PY - 2015/1/1
Y1 - 2015/1/1
N2 - This study examines the effectiveness of cigarette warning labels, with a specific focus on the impact of graphics, message framing (gain vs. loss), and temporal framing (present-oriented vs. future-oriented) among nonsmokers in the United States. A controlled experiment (N = 253) revealed that graphic warning labels were perceived as more effective, stronger in argument strength, and were generally liked more compared to text-only labels. In addition, loss-framed labels, compared to their gain-framed counterparts, were rated higher in perceived effectiveness, argument strength, and liking. No significant difference was observed between the present- and future-oriented frames on any of the dependent variables. Implications of the findings for antismoking communication efforts are discussed.
AB - This study examines the effectiveness of cigarette warning labels, with a specific focus on the impact of graphics, message framing (gain vs. loss), and temporal framing (present-oriented vs. future-oriented) among nonsmokers in the United States. A controlled experiment (N = 253) revealed that graphic warning labels were perceived as more effective, stronger in argument strength, and were generally liked more compared to text-only labels. In addition, loss-framed labels, compared to their gain-framed counterparts, were rated higher in perceived effectiveness, argument strength, and liking. No significant difference was observed between the present- and future-oriented frames on any of the dependent variables. Implications of the findings for antismoking communication efforts are discussed.
UR - http://www.scopus.com/inward/record.url?scp=84907594311&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84907594311&partnerID=8YFLogxK
U2 - 10.1080/10410236.2013.841531
DO - 10.1080/10410236.2013.841531
M3 - Article
C2 - 24628288
AN - SCOPUS:84907594311
SN - 1041-0236
VL - 30
SP - 81
EP - 89
JO - Health Communication
JF - Health Communication
IS - 1
ER -