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Attention and recall to graphic versus text warnings within cigarette advertising: An eye tracking study
Methods: The study goal was to experimentally evaluate the impact of warning label size on attention. Smokers (n=298) viewed 6 advertisements on a computer equipped with eye-tracking software, randomly assigned to view a cigarette ad with HWLs over 20% of the ad area, 33% of the ad area, or with a text only version. Post-experiment surveys captured unaided recall of ad. Regression analyses were used to examine the associations between attention and HWL recall.
Results: Participants spend an average of 17.7% of their time viewing the HWL (~1.8 seconds). For all groups, the unadjusted odds of any unaided recall was increased by 1.4 for every second of attention paid to the HWLs (CI: 1.22-1.66). After adjusting for group, the odds of recall remained significant. Those who viewed a graphic HWL had increased odds of recall (p<0.05), but there was no difference in recall between the 20% and 33% experimental groups.
Conclusions: Findings support the use of graphic HWLs within cigarette advertising to attract consumer attention and encourage recall of health warning message themes. The FDA proposed HWLs over 20% of advertising space were as effective as the larger warnings at attracting attention and recall among smokers.
Learning Areas:
Communication and informaticsPublic health or related laws, regulations, standards, or guidelines
Public health or related public policy
Learning Objectives:
Describe the association between attention and recall of health warning labels with cigarette advertisements.
Compare the impact of graphic versus text health warning labels on attention paid to health warnings within cigarette advertisements.
Compare the impact of increased size of graphic health warning labels on attention paid to health warnings within cigarette advertisements.
Keyword(s): Tobacco Control, Marketing
Qualified on the content I am responsible for because: I am the project lead on an NIH/FDA funded study of the impact of health warning messages on smokers and smokeless tobacco users. My scientific interests include policy and social ecological strategies for primary prevention of tobacco use. I am a behavioral epidemiologist who has been involved in tobacco control research for over 14 years.
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.