Effect of Message Approach and Image Size on Pictorial Health Warning Effectiveness on Cigarette Pack in Indonesia: A Mixed Factorial Experiment

Reny Yuliati, Billy Koernianti Sarwono, Abdillah Ahsan, I Gusti Lanang Agung Kharisma Wibhisono and Dian Kusuma
Additional contact information
Reny Yuliati: Department of Communication, Faculty of Social and Political Science, Universitas Indonesia, Depok 16424, Indonesia
Billy Koernianti Sarwono: Department of Communication, Faculty of Social and Political Science, Universitas Indonesia, Depok 16424, Indonesia
Abdillah Ahsan: Faculty of Economics and Business, Universitas Indonesia, Depok 16424, Indonesia
I Gusti Lanang Agung Kharisma Wibhisono: Department of Communication, Faculty of Social and Political Science, Universitas Indonesia, Depok 16424, Indonesia
Dian Kusuma: Centre for Health Economics & Policy Innovation, Imperial College Business School, London SW7 2AZ, UK

IJERPH, 2021, vol. 18, issue 13, 1-11

Abstract: Background: Cigarette consumption remains high and increasing in Indonesia. The government implemented a pictorial health warnings requirement of 40% cover of the pack (front and back) using fear appeal messages. Objective: Our study aims to assess the effectiveness of cigarette pictorial health warnings by message and size. Methods: We conducted a mixed factorial experiment online study using three messaging approaches (fear vs. guilt vs. financial loss) and two picture sizes (40% vs. 75%) among 209 smoking participants. Sociodemographic variables included gender, education, income, employment status, and marital status. Data analysis used a mixed model ANOVA to see the main effect and interaction effect on dependent variables. For subgroup analysis, we used t-test and one-way ANOVA. All analyzes were in SPSS 22. Results: We found significant differences in the three message types, in which fear and guilt have higher effectiveness than financial loss. By subgroup, the guilt message was more compelling among female smokers and married smokers. The financial loss message was effective among lower-income smokers. We found no difference in pictorial health warning effectiveness by image size, potentially because participants could zoom in/out the cigarette pack image on the screen. Conclusions: Our finding supports more diverse message types in pictorial health warnings in Indonesia and other countries.

Keywords: tobacco control; pictorial health warning; message approach; size; Indonesia (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/1660-4601/18/13/6854/pdf (application/pdf)
https://www.mdpi.com/1660-4601/18/13/6854/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jijerp:v:18:y:2021:i:13:p:6854-:d:582685

Access Statistics for this article

IJERPH is currently edited by Ms. Jenna Liu

More articles in IJERPH from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().