Byrne Sahara, Kalaji Motasem, Niederdeppe Jeff
Cornell University, Ithaca, NY.
Cornell University.
Tob Regul Sci. 2018 Nov;4(6):18-37. doi: 10.18001/trs.4.6.3.
This study examined whether patterns of visual attention to graphic warning labels on images of cigarette packs predict key outcomes associated with warning label effectiveness.
A mobile lab with 5 eye-tracking stations travelled to socioeconomically disadvantaged communities to recruit biologically confirmed adult smokers (Study 1: N = 725) and middle school youth (Study 2: N = 767). We examined patterns of association between eye-tracking measures and negative emotional responses, health risk beliefs, intentions to quit smoking (Study 1), and susceptibility to smoke in the future (Study 2).
In both studies, participants attended to warnings over branded content. Within the warning area, images attracted attention for longer than text. Findings differed between studies in how attention to content features predicted discrete emotions. Youth who gazed longer at the images in warnings reported lower susceptibility to future smoking.
Images function as an important addition to text warnings, partly because they divert attention from branded content. Fixation on images associate with key outcomes, including negative affect and, for youth only, susceptibility to smoking.
本研究考察了对香烟包装图片上图形警示标签的视觉关注模式是否能预测与警示标签有效性相关的关键结果。
一个配备5个眼动追踪站的移动实验室前往社会经济地位不利的社区，招募经生物学确认的成年吸烟者（研究1：N = 725）和中学生（研究2：N = 767）。我们研究了眼动追踪指标与负面情绪反应、健康风险信念、戒烟意图（研究1）以及未来吸烟易感性（研究2）之间的关联模式。
在两项研究中，参与者对警示内容的关注超过了品牌内容。在警示区域内，图片吸引注意力的时间比文字更长。在关注内容特征如何预测离散情绪方面，两项研究的结果有所不同。在警示图片上注视时间更长的青少年报告称未来吸烟易感性较低。
图片是文字警示的重要补充，部分原因是它们能将注意力从品牌内容上转移开。对图片的注视与关键结果相关，包括负面影响，且仅对青少年而言，与吸烟易感性相关。
