The role of negative affect and message credibility in perceived effectiveness of smokeless tobacco health warning labels in Navi Mumbai, India and Dhaka, Bangladesh: A moderated-mediation analysis

Abstract

Consistent with research from high-income countries, these findings highlight the importance of selecting imagery that will elicit negative emotional reactions and be perceived as credible. Differential effects among adults and youth highlight the importance of pre-testing images.

Perceptions of plain packaging and health warning labels for cannabis among young adults: findings from an experimental study

“…All three outcome measures (perceived effectiveness, believability, fear) were averaged across the five warnings within each experimental condition, yielding a mean score between 1 and 10. The measures of appeal, believability, effectiveness, and fear were adapted from previously published work [ 29 ].…”

“…In general, these models posit that emotions, such as fear, guide our decision-making; that when faced with threatening information, individuals will be motivated to engage in behaviors that protect themselves from the perceived threat. In addition to fear, the evidence from tobacco control also suggests that the believability or credibility of the message is another mechanism that underlies a warnings’ effectiveness [ 28 , 29 ], and is in line with dual-process theories of attitude change such as the Elaboration Likelihood Model [ 30 ], which underscores the importance of engaging not only affective pathways, but also cognitive pathways [ 31 ].…”

Warning labels and messaging for youth gamblers

“…Youth did not seem to care about the credibility of the graphic warning labels; the importance was using imagery that elicited negative emotions. 35,36 Negative emotions or reactance to the graphic warning labels were associated with a greater likelihood of negative attitudes towards the behaviour, and therefore higher chances of taking on cessation attempts. 37,38 Graphic warning labels in youth ages 13 to 20 years evoked higher arousal than text-only warning labels.…”

Smokeless tobacco products profile and pictorial warning labels in India: A review

“…Globally, the consumption of smokeless tobacco is largely concentrated in India and Bangladesh. These two countries have 80% of the 300 million smokelesstobacco users worldwide 5,6 . The tobacco industry invests half a billion dollars annually to promote the manufacture of SLT products, twice as much as earlier 7,8 .…”