Do Young Adults Perceive That Cigarette Graphic Warnings Provide New Knowledge About the Harms of Smoking?
Renee E Magnan1, Linda D Cameron
1Department of Psychology, Washington State University Vancouver, 14204 NE Salmon Creek Ave, Vancouver, WA, 98686, USA, renee.magnan@vancouver.wsu.edu.
Background:
Although much research on graphic cigarette warnings has focused on motivational responses, little focus has been given to how much individuals learn from these labels.
Purpose:
This study aims to investigate whether graphic warnings provide greater perceived new knowledge of smoking consequences compared to text-only warnings, and to test a mediational model whereby perceived new knowledge promotes discouragement from smoking through its impact on worry.
Methods:
In two studies, young adult smokers and nonsmokers (ages 18-25) evaluated graphic + text and corresponding text-only labels on perceived knowledge, worry about the harms addressed by the warning, and discouragement from smoking.
Results:
Compared to text-only labels, graphic + text labels were rated as providing better understanding, more new knowledge, and being more worrisome and discouraging. Perceived new knowledge predicted greater discouragement from smoking directly and through worry.
Conclusions:
Graphic warnings may be more efficacious than text-based warnings in increasing knowledge and worry about harms, and discouragement from smoking.
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