Short and Sweet: The Persuasive Effects of Message Framing and Temporal Context in Antismoking Warning Labels

Saar Mollen*, Susanne Engelen, Loes T E Kessels, Bas van den Putte

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Current warning labels on cigarette packages are generally focused on long-term losses that can be incurred if one continues smoking. This study compares the effects of these labels against warning labels that stress short-term losses of smoking as well as labels that stress short- and long-term benefits that can be obtained when one quits smoking. A 2 (message frame: gain vs. loss) × 2 (temporal context: short vs. long term) between-subjects experiment was conducted among 132 smokers, with attitude toward quitting smoking and intention to quit smoking, as well as information-seeking behavior and message recall, as the dependent variables. Findings were in line with theory regarding message framing and temporal discounting, showing enhanced effects of gain over loss frames and short-term over long-term consequences on warning labels for attitudes and intentions. In addition, an interaction between message frame and temporal context was found. Especially, gain-framed messages showed stronger effects on intentions to quit smoking than loss-framed messages when warning labels concerned short-term outcomes. Findings suggest that current warning labels, with an emphasis on long-term negative health outcomes, should be reconsidered.

Original languageEnglish
Pages (from-to)20-28
Number of pages9
JournalJournal of Health Communication : International Perspectives
Volume22
Issue number1
Early online date20 Dec 2016
DOIs
Publication statusPublished - 2017

Keywords

  • SMOKING-CESSATION MESSAGES
  • HEALTH INFORMATION
  • CIGARETTE SMOKERS
  • FEAR APPEALS
  • BEHAVIOR
  • INTENTION
  • CONSEQUENCES
  • NONSMOKERS
  • ATTENTION
  • ATTITUDES

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