Abstract
Graphic warnings (GWs) on cigarette packs are widely used internationally with the aim of reducing smoking behavior. In the current study, we investigated whether GWs influence implicit evaluations of smoking, a potential moderator of smoking behavior, as measured with an Implicit Association Test (IAT). Results showed that viewing a GW did not produce more negative implicit evaluations of smoking for daily smokers, occasional smokers, or non-smokers, compared to viewing a text-only warning. If anything, effects were in the direction of evaluations of smoking being more positive after certain participants (i.e., daily and occasional smokers) viewed a GW. We also did not find any beneficial effects of GWs on explicit evaluations of smoking. These results contrast with the observation that non-smokers and occasional smokers (but not daily smokers) believed that GWs would be more effective than the text-only warnings. We discuss implications and limitations of these findings and provide recommendations for improving the effectiveness of cigarette pack warnings on implicit evaluations.
Highlights
Smoking is the leading cause of preventable death and disease worldwide [1]
We investigated effects of Graphic warnings (GWs) for non-smokers, occasional smokers, and daily smokers separately because previous studies have shown that these groups can respond differently to anti-smoking messages [36]
The correlation between Implicit Association Test (IAT) scores and explicit rating scores was significantly higher for daily smokers (r[545] = .29) and occasional smokers (r[1165] = .29) than for non-smokers (r[4117] = .08), zs > 4.96, ps
Summary
Understanding how we can efficiently prevent initiation and encourage cessation of smoking is an important research endeavor. One of the primary strategies of tobacco control efforts has been the placing of warning labels on tobacco products. These warning labels consist of text messages that are designed to inform people about the negative consequences of smoking such as ‘Cigarettes cause fatal lung disease’. Graphic warnings (GWs) typically consist of a text message supplemented with a confronting color photograph, such as an image of blackened lungs or gangrenous feet, that is designed to invoke fear. Because fear can be an important motivator for behavioral change [2], GWs are often considered to be an effective tobaccocontrol strategy
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