Reactions to Pictorial and Text Cigarette Pack Warning Labels among Chinese Smokers

Liu Wang, Xi Yao (), Gang Wang () and Kecheng Du
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Liu Wang: School of Journalism & Communication, Wuhan University, Wuhan 430072, China
Xi Yao: School of Journalism & Communication, Wuhan University, Wuhan 430072, China
Gang Wang: School of Journalism & Communication, Wuhan University, Wuhan 430072, China
Kecheng Du: School of Journalism & Communication, Wuhan University, Wuhan 430072, China

IJERPH, 2022, vol. 19, issue 18, 1-15

Abstract: Objectives . This study aims at examining the impact of graphic pictorial warning labels on inten-tion to quit smoking and perceived harms among Chinese working-age adults (n = 661). Methods . A randomized controlled trial is utilized as the research design by comparing three scenarios: Group 1 as baseline (n = 193) and presented with real market tobacco products with text-only la-bels, Group 2 as price group and with hypothetical scenarios of manipulated prices, and Group 3 as the imaging group and with hypothetical scenarios of graphic pictorial cigarette warning la-bels. Both bivariate and multivariate analyses are utilized to determine the effectiveness of warn-ing labels. Results . Graphic pictorial cigarette warning labels are associated with stronger inten-tion to quit smoking and greater perceived harms. Smokers have a greater number of attempts if they are less nicotine dependent and express greater smoking risk perceptions. Conclusions . This study adds to the evidence that graphic pictorial warning labels are more effective than text-only labels in increasing intention to quit smoking. As China strives to achieve a reduction in smoking to meet the goal of the Healthy China 2030 initiative, this work strengthens the evidence base for policy makers, practitioners, and researchers to design low-cost warning labels on cigarette packs to promote tobacco control.

Keywords: cigarette warning labels; graphic pictorial warnings; smoking; perceived harms; intention to quit smoking (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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