Pictorial Warning Labels and Memory for Cigarette Health-risk Information Over Time

Area of Science:

• Public Health
• Health Communication
• Behavioral Science

Background:

• Pictorial cigarette warning labels aim to increase risk knowledge.
• Limited experimental research exists on the long-term memory effects of these labels for named health risks.

Purpose of the Study:

• To test memory-consolidation predictions regarding high- versus low-emotion warnings and their impact on long-term memory for cigarette health risks.
• To examine if memory mediates warning label effects on risk perceptions and quit intentions.

Main Methods:

• Adult and teen smokers were randomly assigned to High-emotion pictorial, Low-emotion pictorial, or Text-only warning label conditions.
• Participants were exposed to warning labels multiple times, reporting emotional reactions and elaboration.
• Memory for risk information, risk perceptions, and quit intentions were assessed immediately and 6 weeks later.

Main Results:

• Recall of warning text was generally low, with immediate recall highest for low-emotion warnings, but this decayed most over time.
• Six-week recall was similar for high-emotion and text-only warnings.
• Greater recall correlated with higher risk perceptions and quit intentions, mediating label effects. High-emotion warnings showed superior non-memory effects.

Conclusions:

• High-emotion pictorial warning labels, unlike low-emotion ones, may effectively support the goal of conveying smoking's negative health consequences.
• These findings suggest a role for emotional intensity in the long-term effectiveness of health warnings.