Effectiveness of Cigarette Warning Labels: Examining the Impact of Graphics, Message Framing, and Temporal Framing

Xiaoli Nan, Xiaoquan Zhao, Bo Yang, Irina Iles

Research output: Contribution to journalArticlepeer-review

41 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)81-89
Number of pages9
JournalHealth Communication
Volume30
Issue number1
DOIs
StatePublished - Jan 1 2015
Externally publishedYes

ASJC Scopus subject areas

  • Health(social science)
  • Communication

Fingerprint

Dive into the research topics of 'Effectiveness of Cigarette Warning Labels: Examining the Impact of Graphics, Message Framing, and Temporal Framing'. Together they form a unique fingerprint.

Cite this