Negative Graphic Imagery Intensifies Desire to Quit Smoking

by Rathi Manohar on  November 16, 2010 at 7:38 PM Lifestyle News   - G J E 4
The negative consequences of smoking pictured through negative graphic imagery influence smokers' intentions to quit, say researchers.
Negative Graphic Imagery Intensifies Desire to Quit Smoking
Negative Graphic Imagery Intensifies Desire to Quit Smoking

Their findings at the University of Arkansas, Villanova University and Marquette University, are based on a survey of more than 500 U.S. and Canadian smokers.

The most graphic images, such as those showing severe mouth diseases, including disfigured, blackened and cancerous tissue, evoked fear about the consequences of smoking and thus influenced consumer intentions to quit.

"These results suggest that there appears to be little downside on intentions to quit from using extremely graphic pictorial depictions of the negative health outcomes due to smoking," said Scot Burton, co-author of the study and marketing professor in the Sam M. Walton College of Business.

"Our research shows that strong, negative graphic imagery - and fear evoked from such imagery - influences smokers' intentions to quit. We also found this to be the case even though recall of the written messages on package labels was reduced by the more graphic images. In other words, smokers were influenced primarily by the images and not by the written message."

The researchers' study will be published in the fall issue of the Journal of Public Policy and Marketing.

Source: ANI

Post your Comments

Comments should be on the topic and should not be abusive. The editorial team reserves the right to review and moderate the comments posted on the site.
User Avatar
* Your comment can be maximum of 2500 characters
Notify me when reply is posted I agree to the terms and conditions

You May Also Like