严重程度与易感性：衡量烟草健康警示的感知效果与可信度
Severity and susceptibility: measuring the perceived effectiveness and believability of tobacco health warnings.
作者信息
Maynard Olivia M, Gove Harry, Skinner Andrew L, Munafò Marcus R
机构信息
MRC Integrative Epidemiology Unit, University of Bristol, School of Experimental Psychology, 12a Priory Road, Bristol, BS81TU, UK.
UK Centre for Tobacco and Alcohol Studies, School of Experimental Psychology, University of Bristol, 12a Priory Road, Bristol, BS8 1TU, UK.
出版信息
BMC Public Health. 2018 Apr 10;18(1):468. doi: 10.1186/s12889-018-5385-x.
BACKGROUND
Pictorial tobacco health warning labels (HWLs) have been shown to be more effective than text-only HWLs in changing smoking attitudes and intentions. However, there is contradictory evidence regarding how the severity of the content of HWLs influences responses to them.
METHODS
We examined the perceived believability and effectiveness of HWLs in an online study using a convenience sample of non-smokers (N = 437) and smokers (N = 436). HWLs were in one of three presentation formats: (text-only, a moderately severe image or highly severe image) and focussed on three disease outcomes (lung cancer, blindness or tooth and gum disease). Participants rated the effectiveness and believability of each HWL and also rated their perceived susceptibility to each disease.
RESULTS
A 2 (smoking status) × 3 (presentation format) × 3 (disease outcome) ANOVA was run for both believability and effectiveness ratings. The most severe pictorial HWLs received the highest believability and effectiveness ratings and as expected, the text-only HWLs received the lowest. Lung cancer HWLs were rated most believable and effective, with the blindness HWLs receiving the lowest scores. A 2 (smoking status) × 3 (disease outcome) ANOVA was conducted on the ratings of perceived susceptibility to the three diseases. Smokers considered themselves to be more susceptible to all three diseases, and among smokers, perceived susceptibility to the diseases was positively correlated with effectiveness and believability ratings of the HWLs.
CONCLUSION
Our findings support previous evidence that pictorial HWLs are rated as more effective and believable than text-only warnings, and provide some support for the use of severe or 'grotesque' HWLs on tobacco products. Our data also suggest that HWLs should aim to increase perceived susceptibility to disease, as this was positively related to perceived message effectiveness and believability.
背景
图片式烟草健康警示标签（HWLs）在改变吸烟态度和意图方面已被证明比纯文字式HWLs更有效。然而，关于HWLs内容的严重程度如何影响人们对其反应，存在相互矛盾的证据。
方法
我们在一项在线研究中，使用非吸烟者（N = 437）和吸烟者（N = 436）的便利样本，检验了HWLs的可信度和有效性。HWLs采用三种呈现形式之一（纯文字、中度严重的图片或高度严重的图片），并聚焦于三种疾病后果（肺癌、失明或牙齿和牙龈疾病）。参与者对每个HWL的有效性和可信度进行评分，并对他们认为自己患每种疾病的易感性进行评分。
结果
对可信度和有效性评分进行了2（吸烟状况）×3（呈现形式）×3（疾病后果）的方差分析。最严重的图片式HWLs获得了最高的可信度和有效性评分，正如预期的那样，纯文字式HWLs得分最低。肺癌HWLs被评为最可信和最有效，失明HWLs得分最低。对三种疾病的易感性评分进行了2（吸烟状况）×3（疾病后果）的方差分析。吸烟者认为自己患所有三种疾病的易感性更高，并且在吸烟者中，对疾病的易感性与HWLs的有效性和可信度评分呈正相关。
结论
我们的研究结果支持了先前的证据，即图片式HWLs比纯文字警告被评为更有效和更可信，并为在烟草产品上使用严重或“怪异”的HWLs提供了一些支持。我们的数据还表明，HWLs应旨在提高对疾病的易感性认知，因为这与感知到的信息有效性和可信度呈正相关。
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