感知是现实:对消费者如何感知酒精警告标签的定性见解
Joya Kemper1, Anna Rolleston2, Kristen Matthews2
1University of Canterbury Business School, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand.
有效的酒精警告标签应该是突出的,视觉上引人注目的,并清楚地传达健康风险. 将这些标签与更广泛的运动一起实施,可以影响新西兰饮酒者的行为.
科学领域:
- 公共卫生 公共卫生
- 行为科学 行为科学
- 卫生沟通健康沟通
背景情况:
- 包装上的酒精警告标签是潜在的公共卫生工具.
- 了解消费者观点对于有效的标签设计至关重要.
- 文化上适当的设计可以增强行为改变干预措施.
研究的目的:
- 探索新西兰消费者对酒精警告标签的看法.
- 评估标签如何影响酒精购买和消费.
- 为设计有效,文化上适当的警告标签提供信息.
主要方法:
- 10个重点小组 (n=53) 的定性内容分析,其中包括多样化的新西兰参与者.
- 参与者审查了六个潜在的酒精健康警告标签.
- 分析的重点是种族,年龄和酒精消费水平.
主要成果:
- 有效的标签是突出的,在视觉上明显 (红/黑,边框),使用清晰的"警告"文本,并结合视觉效果.
- 具体的健康结果 (心脏病,癌症) 增加了相关性和紧迫性.
- 参与者预计饮酒减少和意识增加,但注意到潜在的标签减轻.
- 强调了集体健康影响,特别是毛利人和太平洋地区的参与者.
结论:
- 酒精警告标签可以告知和影响各种新西兰饮酒者.
- 建议采用包括零售和社交营销在内的综合策略,以实现最大影响.
- 标签设计应考虑文化背景和特定人口需求.
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