Una imagen vale más que mil palabras: efectos de las advertencias sanitarias visuales en el descenso del consumo de tabaco: un estudio desde la perspectiva del marketing social

Karine Gallopel (), J.M. Rey, B. Lacave and M. Viedma
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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

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Abstract: Tobacco is considered a high-risk product, associated with multiple illnesses and representing an indisputable threat for Public Health. Amongst the measures proposed by the World Health Organisation and the European Commission for controlling its use, is the employment of health warnings about the dangers of tobacco consumption. In Spain, these warnings only contain text messages. The present study focuses on assessing the efficacy of current text warnings, and on studying the potential impact of a library of images created by the European Commission on consumer behavior. This research takes place within a network of projects currently developed in France and the United Kingdom and presents results obtained in Spain by using qualitative methodology -in depth interviews-.

Keywords: Tobacco; visual health warnings; Social Marketing; qualitative research; Tabaco; esquelas sanitarias combinadas; Marketing Social; investigación cualitativa (search for similar items in EconPapers)
Date: 2010
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Published in Cuadernos de Gestión, 2010, 10, pp.149-165. ⟨10.5295/cdg.100195jr⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00657489

DOI: 10.5295/cdg.100195jr

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