Integrating Negative Social Cues in Tobacco Packaging: A Novel Approach to Discouraging Smokers

Abstract

Smoking is an international health crisis. Tobacco packaging is an important vehicle to convey antismoking messages, which to date have been predominantly limited to fear‐based health appeals. Using an experimental approach, we examine whether a novel alternative—using negative social cues on packaging—is effective at discouraging smoking. Our results support the notion that packaging which conveys to smokers that “others” view smoking negatively is sufficient to trigger feelings of self‐consciousness, which in turn reduces smoking intentions. This approach is particularly effective in “isolated” smokers who do not see smoking as identity‐relevant or congruent with their social self. These findings suggest that for a particular segment of the smoking population, the integration of negative social cues on packaging may be an effective complement to current fear‐based appeals.

Threat specificity in fear appeals: examination of fear response and motivated behavior

“…belief that one is capable of evading the threatening outcome by engaging in effective compliant behaviors) as the underlying processes stimulating fear responses and motivated behavior (Orazi and Pizzetti, 2015; Pechmann et al , 2003; Rogers, 1975; Witte, 1992). We extend this work and propose a complementary mechanism that relies on self-appraisals, which aligns with recent research suggesting that inducing feelings of self-consciousness (Jeffrey and Thomson, 2019) helps elevate the motivational force of fear appeals. Specifically, our work highlights the importance of the assimilation process (i.e.…”

“…However, inconsistent findings suggest that additional message design elements need to be considered to get a more accurate depiction of the full extent to which fear appeals can stimulate behavior. Recent research has started to uncover additional design components, such as including an element of disgust (Morales et al , 2012) and incorporating social cues (Jeffrey and Thomson, 2019; Murdock and Rajagopal, 2017) to the communication, which enhance its persuasive power. Extending this line of work, we uncover a novel type of message design element that can influence consumers’ emotional response to the ad and motivated behaviors.…”

“…While the focal health threat was described as high risk, it yielded no effect on the participants’ subsequent exercise behavior. In an attempt to reconcile the mixed findings, recent research manipulated subtle aspects of the message design to determine when fear appeals are likely to produce more reliable effects on consumer outcomes (Jeffrey and Thomson, 2019; Johnston et al , 2015; Morales et al , 2012; Wauters et al , 2014). Relevant here, some suggest that threat framing manipulations can impact consumer responses.…”

The Interplay of Positive and Negative Emotions to Quit Unhealthy Consumption Behaviors: Insights for Social Marketers

“…However, it has been suggested that negative emotional appeals, particularly over a long period of time, may become less effective, predictable, and even boring due to perceived negativity of these campaigns (Hastings et al, 2004). Negative appeals have been found to invoke self-protection and inaction rather than positive, active responses (Brennan and Binney, 2010).…”

Stigma in the marketplace

“…Smoking is a practice that is becoming more stigmatized in recent years in several cultures. Achar et al (2022), Ferguson et al (2020, and Jeffrey and Thomson (2019) explore this practice by showing how smokers internalize and react to this changing context. Stigmatized sexual practices are explored by Achar et al (2022) and Veer and Golf-Papez (2018).…”