Cigarette packaging and health warnings: the impact of plain packaging and message framing on young smokers

Objective This study examined the impact of pictorial cigarette-warning labels, warning-label message framing and plain cigarette packaging, on young adult smokers’ motivation to quit. Methods Smokers aged 18–30 years (n=740) from a consumer research panel were randomised to one of four experimental...

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Bibliographic Details
Published in:Tobacco control 2015-03, Vol.24 (e1), p.e87-e92
Main Authors: Mays, Darren, Niaura, Raymond S, Evans, W Douglas, Hammond, David, Luta, George, Tercyak, Kenneth P
Format: Article
Language:English
Subjects:
Adolescent
Adult
Age
Attitude to Health
Cancer
Cardiovascular disease
Cardiovascular diseases
Cigarettes
Design
Disease prevention
Drug Labeling
Drug Packaging
Federal regulation
Female
Health
Health risk assessment
Health risks
Humans
Lung diseases
Lung Diseases - etiology
Male
Mortality
Motivation
Neoplasms - etiology
Packaging
Product Labeling - methods
Public health
Risk
Smoking
Smoking - adverse effects
Smoking Cessation
Smoking Prevention
Studies
Tobacco
Tobacco industry
Tobacco Products
Tobacco Use Disorder - prevention & control
Warning labels
Young Adult
Young adults
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Summary:Objective This study examined the impact of pictorial cigarette-warning labels, warning-label message framing and plain cigarette packaging, on young adult smokers’ motivation to quit. Methods Smokers aged 18–30 years (n=740) from a consumer research panel were randomised to one of four experimental conditions where they viewed online images of four cigarette packs with warnings about lung disease, cancer, stroke/heart disease and death, respectively. Packs differed across conditions by warning-message framing (gain vs loss) and packaging (branded vs plain). Measures captured demographics, smoking behaviour, covariates and motivation to quit in response to cigarette packs. Results Pictorial warnings about lung disease and cancer generated the strongest motivation to quit across conditions. Adjusting for pretest motivation and covariates, a message framing by packaging interaction revealed gain-framed warnings on plain packs generated greater motivation to quit for lung disease, cancer and mortality warnings (p
ISSN:0964-4563
1468-3318
DOI:10.1136/tobaccocontrol-2013-051234