An Exploratory Study Of Antismoking Warning Labels And The Millennial Consumer

Abstract

There has been debate over the inclusion of graphic antismoking warning labels on cigarette products. Despite prior research suggesting that graphic labels are effective in curtailing smoking among adult consumers, little insight exists about their effectiveness on younger consumers. In this research, we examine how different types of graphic warning labels can affect younger, “millennial” consumers. Our study explores 42 different warning labels (i.e., text-only, or based on disease, death, sexual dysfunction, or social consequences) on millennial consumers’ attitudes about smoking. Results suggest that relatively more graphic labels demonstrating the health consequences of smoking were among the most effective in affecting these consumers’ attitudes. These findings have implications for tobacco product packaging to promote the prevention and cessation of smoking by millennial consumers.