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Health Literacy and Attention to Cigarette Health Warning Labels among Rural Smokers.
Amanda J Quisenberry1, Ayanna E Scott2, Abigail B Shoben3
1Roswell Park Comprehensive Cancer Center, Buffalo, NY.
Tobacco Regulatory Science
|August 1, 2019
Summary
Smokers with lower health literacy (HL) spent more time viewing pictorial health warning labels (HWLs). Higher HL was linked to better recall of HWL elements, suggesting HL is crucial for effective health communication.
Area of Science:
- Public Health
- Health Communication
- Tobacco Control
Background:
- Health warning labels (HWLs) are crucial for tobacco control.
- Understanding how health literacy (HL) influences attention to HWLs is vital for effective communication.
Purpose of the Study:
- To evaluate the association between health literacy and visual attention to pictorial health warning labels (HWLs) among rural US smokers.
- To examine the relationship between health literacy and recall of advertisement elements.
Main Methods:
- 180 adult smokers from Appalachian Ohio participated.
- Eye-tracking software recorded visual attention to pictorial HWLs (20% or 33% of ad).
- Health literacy was assessed using The Short Test of Functional Health Literacy in Adults.
Main Results:
- A one-unit decrease in health literacy correlated with a 1.3 percentage point increase in viewing time of the pictorial portion of HWLs.
- Each one-unit increase in health literacy was associated with a 20% increase in the odds of recalling elements of the pictorial HWL.
Conclusions:
- Rural smokers with lower health literacy dedicate more viewing time to pictorial HWLs.
- Health literacy is a significant factor influencing attention and recall of health warning labels, impacting health communication strategies.
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