Are visual warnings on tobacco packs relevant? The conditions of their effectiveness

Faut-il apposer des avertissements sanitaires visuels sur les paquets de cigarettes ? Les conditions de l’efficacité

Karine Gallopel-Morvan (), Marine Le Gall-Ely () and Sophie Rieunier ()
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Karine Gallopel-Morvan: IGR-IAE Rennes - Institut de Gestion de Rennes - Institut d'Administration des Entreprises - Rennes - UR - Université de Rennes
Marine Le Gall-Ely: Institut d'Administration des Entreprises (IAE) - Brest
Sophie Rieunier: IAE Paris - Sorbonne Business School

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Abstract: This article presents the results of two French qualitative and quantitative studies aimed at examining the effectiveness of the European Union's proposed warning labels for cigarette packs. Results show that graphic warnings (i.e. those that include a picture) are more effective than text- only ones. Particularly, social and physical threats, fear appeal messages and those with a human presence are perceived by smokers and non smokers as the most effective. On the contrary, some warnings appear less convincing, particularly the messages on cigarette packs that relate to self-efficacy that should be revised.

Keywords: graphic warnings; tobacco.; social marketing; marketing social; avertissements sanitaires visuels; tabac. (search for similar items in EconPapers)
Date: 2011
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Published in Décisions Marketing, 2011, 62, pp.19-29

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02483636

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