title: Effectiveness of cigarette warning labels: examining the impact of graphics, message framing, and temporal framing.
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.
authors.affiliation: a Department of Communication , University of Maryland.
authors.forename: Xiaoli
authors.initials: X
authors.lastname: Nan
authors.forename: Xiaoquan
authors.initials: X
authors.lastname: Zhao
authors.forename: Bo
authors.initials: B
authors.lastname: Yang
authors.forename: Irina
authors.initials: I
authors.lastname: Iles
mesh_terms: D000293:Adolescent; D000328:Adult; D000873:Anthracenes; D001294:Attitude to Health; D003196:Computer Graphics; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D007802:Language; D008297:Male; D009511:New England; D010565:Persuasive Communication; D011356:Product Labeling / Q000379:methods*; D012907:Smoking; D016540:Smoking Cessation / Q000379:methods* / Q000523:psychology*; D013334:Students; D019460:Tobacco Industry; D014495:Universities; D055815:Young Adult
chemical_list: C546739:AnOV compound; D000873:Anthracenes