The use of visual warnings in social marketing: The case of tobacco

The online framing effect: the moderating role of warning, brand familiarity, and product type

“…The effect of framing would be eliminated by strong warning messages [17] The findings of health warning studies attest to the effectiveness of larger, picture-based health warnings conveying loss-framed messages as the most effective in communicating health risks to U.S. adults. Picture-based warnings in general appear to create a stronger warning effect than textbased warnings in terms of reducing purchase intention [28] Brand familiarity Consumers evaluate arguments from both positive and negative viewpoints through their knowledge of a brand [23] Brand familiarity with target products might moderate the influence of positive versus negative framing messages [49] Product type Hedonic and utilitarian dimensional motivations exist separately and influence shopping activities [36] Purchase intention regarding utilitarian products is not easily aroused by positive messages since consumers have searched for detailed information before purchasing the products [33,67] Consumers are influenced by reviewers' comments and exhibited a negative bias for the messages on utilitarian products alone [53] Y.-F. Chen, S.-H. Chang positive terms instead of negative terms [41,43]. Accordingly, the following hypothesis is proposed: H1 Consumers exposed to an online positive framing message will have a higher purchase intention for the target product than those exposed to an online negative framing message.…”

“…Decision aids or decision support techniques have been designed to supply consumers with the extra capability to extend their bounds of rationality and, in turn, eliminate, or at least reduce, cognitive and decision bias. Many healthcare studies have discussed text-based and picture-based warning messages [7,28]. Previous studies have demonstrated that picture-based warnings are stronger than text-based warnings [7,17].…”

Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…

“…In this paper, we focus on the two strongest cigarette brands associations, namely their perceived risk and their symbolic image. Regarding perceived risk, studies on graphic tobacco warnings conclude that visual labels are more visible and easier to understand (Gallopel-Morvan et al 2011), leading to more efficacy in communicating smoking health hazards (Hammond 2011). The same reasoning should play to compare text-only ad parodies with graphic-only ad parodies.…”

Améliorer les stratégies de prévention du tabagisme à l’aide des sciences cognitives et des neurosciences

“…Dans les études réalisées en marketing social, en psychologie et en communication, les chercheurs ont, très majoritairement, eu recours à des méthodes déclaratives. Appartiennent à cette catégorie de méthodes, les entretiens, groupes de discussion et questionnaires, qui ont pour but de mesurer les modifications d'intention d'arrêt, de dégoût ou encore de peur, suscitées par les avertissements combinés [7][8][9]. Ces études sont indispensables pour obtenir une estimation de l'opinion des individus, ainsi que de leurs intentions déclarées.…”

“…Ces études sont indispensables pour obtenir une estimation de l'opinion des individus, ainsi que de leurs intentions déclarées. Elles nous suggèrent, par exemple, que les avertissements sanitaires combinés sont jugés plus efficaces que les avertissements textuels, ou bien que certains messages faisant appel à la peur sont estimés plus efficaces que d'autres [7][8][9][10]. Cependant, les questionnaires d'auto-évaluation et les entretiens ne donnent qu'une information partielle de l'effet des messages de prévention sur les individus.…”