The Effects of Graphic Visual and Text Warning Messages on Female Smokers and Nonsmokers’ Attitudes Toward Smoking and Purchase Intent

This study examines the effects of graphic visual and text warning messages associated with the consequences of smoking on consumers’ attitudes toward smoking and purchase intentions. Based on responses from 1,475 participants in a 2 X 2 X 2 between-subjects experiment, results indicate that the presence of a graphic visual warning decreases smokers’ attitudes toward smoking and purchase intentions. Adding the visual warning to the text warning message presented alone decreases smokers’ purchase intentions. The persuasive effect of the visual on these attitude and intentions variables appeared more favorable than the effect related to the text warning message used.



Citation:

Jeremy Kees, John Kozup, Scot Burton, and Craig Andrews (2007) ,"The Effects of Graphic Visual and Text Warning Messages on Female Smokers and Nonsmokers’ Attitudes Toward Smoking and Purchase Intent", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 296-296.

Authors

Jeremy Kees, Villanova University, USA
John Kozup, Villanova University, USA
Scot Burton, University of Arkansas, USA
Craig Andrews, Marquette University, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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