245990 Study on the effectiveness of newly developed tobacco warning labels in Taiwan

Monday, October 31, 2011: 10:30 AM

Chien-Tu Lai, Professor , Department of Advertising, National Chengchi University, Taipei, Taiwan
Pei-Fen Li, PhD , Department of Advertising, Ming Chuan University, Taipei, Taiwan
This study examines the effectiveness of the twelve proposed new tobacco warning labels in Taiwan from the perspective of communication strategies. New proposed labels use various types of message strategies to target heterogeneous groups of smokers. Moreover, excessive use of fear-inducing images may lead to the occurrence of a defensive mechanism of smokers; therefore, the fear-inducing approach is accompanied with scientific data to achieve better persuasive effects. In addition to fear-inducing images, new cigarette warning labels also use affective appeals, social appeals, and cessation-support appeals to achieve great effectiveness with respect to effecting changes in smokers' intentions and behavior. To evaluate the visibility and persuasiveness of new warning labels, the study adopts an eye-tracking technique to analyze smokers' reading mode of tobacco warning labels, their fixation distribution and fixation time. Sixty-two smokers were recruited for the experiment. An advertisement for subject recruitment was posted on the largest Bulletin Board system in Taiwan. To ensure eligibility, all subjects were screened for smoking history and age. This study also incorporated focus group discussions (46 subjects), expert panel discussions (16 subjects), and questionnaire research (540 subjects). The results indicated that adult males are more influenced by altruism appeals, while female smokers are more likely to accept social appeals and pay more attention to appearance-related graphic imagery. Teen smokers tend to notice emotionally-charged warning messages and cessation-support appeals. Light smokers, and smokers who intended to quit tend to get easily influenced by warning images and messages. Communication implications are also discussed.

Learning Areas:
Conduct evaluation related to programs, research, and other areas of practice
Diversity and culture
Other professions or practice related to public health
Public health or related laws, regulations, standards, or guidelines
Public health or related public policy
Public health or related research

Learning Objectives:
Discuss the twelve proposed new tobacco warning labels in Taiwan. Evaluate the persuasiveness and potential impact of new tobacco warning labels from the perspective of communication strategies. Discuss the procedure for assessing the effectiveness of new warning labels using eye-tracking techniques.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: My research team and I were in charge of designing new tobacco warning labels in Taiwan, and evaluating the effectiveness of new warning labels using the scientific method.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.