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P M Fischer¹, J W Richards, E J Berman

¹Department of Family Medicine, Medical College of Georgia, Augusta, GA 30912.

|January 6, 1989

概括

联邦烟草警告对青少年无效. 眼睛追踪数据显示对警告的关注很小,识别率几乎不超过机会,表明作为公共卫生信息的失败.

科学领域:

公共卫生公共卫生
消费者心理学消费者心理学
广告研究广告研究

背景情况:

烟草广告上的联邦强制性警告旨在向公众告知健康风险.
关于这些警告作为公共卫生沟通工具的有效性,研究有限.

研究的目的:

用市场研究方法评估烟草广告警告对青少年的有效性.
评估青少年的注意力和烟草警告的识别.

主要方法:

利用眼睛追踪技术监测青少年观看烟草广告的模式.
通过观察后测试评估警告识别,将观察到的警告与模拟的警告进行比较.

主要成果:

青少年平均只有8%的观看时间花在了警告标签上.
在43.6%的观看实例中,警告完全错过了.
青少年对警告的识别只比随机猜测稍好一些.

结论:

联邦强制性烟草警告对于青少年观众来说基本上是无效的.
当前的警告设计和放置无法吸引青少年的注意力或促进信息回忆.
需要进一步的研究来制定更有效的青少年烟草警告策略.

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