Effects of Cigarette On-Pack Warning Labels Onsmokers' Perceptions and Behaviour

This research explored smokers’ reactions to pictorial warnings on cigarette packaging, and compared these to new and existing text-only warning labels. Purposive sampling yielded a sample of 310; each respondent saw one of five warning labels and their affective, cognitive and behavioural responses were measured during structured interviews. Respondents perceived the pictorial warning labels to be more credible and effective than the text-only versions, but not more fear inducing. The pictorial warnings elicited higher levels of cessation related behaviours and were perceived as better deterrents to non-smokers than any of the text-only warnings.


Hoek Janet, Maubach Ninya, and Gendall Phil (2006) ,"Effects of Cigarette On-Pack Warning Labels Onsmokers' Perceptions and Behaviour", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 173-180.


Hoek Janet, Massey University, New Zealand
Maubach Ninya, Massey University, New Zealand
Gendall Phil, Massey University, New Zealand


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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