Mollen Saar, Engelen Susanne, Kessels Loes T E, van den Putte Bas
a Amsterdam School of Communication Research (ASCoR) , University of Amsterdam , Amsterdam , The Netherlands.
b Department of Work and Social Psychology, Faculty of Psychology and Neuroscience , Maastricht University , Maastricht , The Netherlands.
J Health Commun. 2017 Jan;22(1):20-28. doi: 10.1080/10810730.2016.1247484. Epub 2016 Dec 20.
Current warning labels on cigarette packages are generally focused on long-term losses that can be incurred if one continues smoking. This study compares the effects of these labels against warning labels that stress short-term losses of smoking as well as labels that stress short- and long-term benefits that can be obtained when one quits smoking. A 2 (message frame: gain vs. loss) × 2 (temporal context: short vs. long term) between-subjects experiment was conducted among 132 smokers, with attitude toward quitting smoking and intention to quit smoking, as well as information-seeking behavior and message recall, as the dependent variables. Findings were in line with theory regarding message framing and temporal discounting, showing enhanced effects of gain over loss frames and short-term over long-term consequences on warning labels for attitudes and intentions. In addition, an interaction between message frame and temporal context was found. Especially, gain-framed messages showed stronger effects on intentions to quit smoking than loss-framed messages when warning labels concerned short-term outcomes. Findings suggest that current warning labels, with an emphasis on long-term negative health outcomes, should be reconsidered.
目前香烟包装上的警示标签通常侧重于如果继续吸烟可能产生的长期危害。本研究比较了这些标签与强调吸烟短期危害的警示标签以及强调戒烟可获得的短期和长期益处的标签的效果。在132名有戒烟态度和戒烟意愿的吸烟者中进行了一项2（信息框架：获益与损失）×2（时间背景：短期与长期）的组间实验，将对戒烟的态度、戒烟意愿以及信息寻求行为和信息回忆作为因变量。研究结果与信息框架和时间贴现理论一致，表明在警示标签对态度和意愿的影响方面，获益框架比损失框架、短期后果比长期后果的效果更强。此外，还发现了信息框架和时间背景之间的交互作用。特别是，当警示标签涉及短期结果时，获益框架的信息对戒烟意愿的影响比损失框架的信息更强。研究结果表明，目前强调长期负面健康结果的警示标签应重新考虑。
