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

Karine Gallopel (karine.gallopel-morvan@ehesp.fr), Marine Le Gall-Ely (marine.legallely@univ-brest.fr) and Sophie Rieunier (sophie.rieunier@u-pem.fr)
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Karine Gallopel: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Marine Le Gall-Ely: ICI - Laboratoire Information, Coordination, Incitations - UEB - Université européenne de Bretagne - European University of Brittany - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest
Sophie Rieunier: GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - 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: social marketing; graphic warnings; tobacco; 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:halshs-00601085

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