title: Does Size Impact Attention and Recall of Graphic Health Warnings?
abstract: OBJECTIVE
  To evaluate the attention paid to larger sizes of graphic health warnings (GHWs) embedded within cigarette advertisements so as to assess their impacts on rural smokers.
  
  
  METHODS
  Daily smokers (N = 298) were randomly assigned to view a cigarette advertisement with 3 conditions: 2 intervention conditions with GHW comprising 20% or 33% of the ad area, or a text-only control. Eye-tracking software measured attention in milliseconds. Binary outcome mediation was conducted.
  
  
  RESULTS
  Intervention participants spent 24% of their time viewing the GHWs, compared to 10% for control (p < .01). The odds of GHW recall in the combined (20% and 33%) intervention group were 3.3 times higher than controls. Total dwell time mediated 33% of the effect of the graphic condition on any recall.
  
  
  CONCLUSIONS
  GHWs in 20% of cigarette advertisement space attracted significantly more attention than text-only warnings; larger GHWs did not increase attention. Attention was significantly associated with warning recall; total time viewing mediated warning recall. Tobacco ads should include GHWs to attract the attention of smokers.
authors.affiliation: Division of Health Behavior & Health Promotion, The Ohio State University College of Public Health, Columbus, OH.
authors.forename: Elizabeth G
authors.initials: EG
authors.lastname: Klein
authors.affiliation: Division of Biostatistics, The Ohio State University College of Public Health, Columbus, OH.
authors.forename: Abigail B
authors.initials: AB
authors.lastname: Shoben
authors.affiliation: Division of Health Behavior & Health Promotion, The Ohio State University College of Public Health, Columbus, OH.
authors.forename: Sarah
authors.initials: S
authors.lastname: Krygowski
authors.affiliation: Division of Epidemiology, The Ohio State University College of Public Health, Columbus, OH.
authors.forename: Amy
authors.initials: A
authors.lastname: Ferketich
authors.affiliation: Division of Health Services, Management and Policy, The Ohio State University College of Public Health, Columbus, OH.
authors.forename: Micah
authors.initials: M
authors.lastname: Berman
authors.affiliation: Department of Psychology, The Ohio State University College of Arts & Sciences, Columbus, OH.
authors.forename: Ellen
authors.initials: E
authors.lastname: Peters
authors.affiliation: Department of Marketing and Logistics, The Ohio State University Fisher College of Business, Columbus, OH.
authors.forename: Unnava
authors.initials: U
authors.lastname: Rao
authors.affiliation: Division of Health Behavior & Health Promotion, The Ohio State University College of Public Health, Columbus, OH.
authors.forename: Mary Ellen
authors.initials: ME
authors.lastname: Wewers
keywords: advertising; eye tracking; graphic warning; health communication; smoking