Effect of graphic images in cigarette health warnings

Researchers at Akita International University in Japan examined the impact of unexpectedness, novelty, and relevance when including a shocking picture on cigarette packages. They compared reactions of Japanese smokers exposed to a health warning including a picture versus the current text-based message.
A warning with a graphic image was confirmed as more effective in attracting attention and easier to understand, with some limited impact in persuading smokers to act on the information. Overall, the findings provide support for regulations to require health warnings featuring novel imagery. An article about the research is published in the Journal of International Consumer Marketing.
Click here for an abstract of the article.

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