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Do Plain Packaging and Pictorial Warnings Affect Smokers' and Non†Smokers' Behavioral Intentions?

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  • Karine Gallopel†Morvan
  • Janet Hoek
  • Sophie Rieunier

Abstract

This research considers how tobacco warnings, plain packaging, and interactions between these measures affect behavioral intentions. While existing literature shows the superiority of pictorial warning labels (PWLs) vs. text†only tobacco warnings, few studies have examined the interaction effects of warnings and plain packaging on smoking intentions. Nor has earlier work examined the influence of smoking status (smoker vs. non†smoker) on both warning and plain packaging effectiveness. Our experimental study addressed this gap by surveying 338 individuals using a factorial design with two manipulated factors (PWLs vs. text†only warnings; plain pack vs. current branded tobacco pack). Results show that the plain pack and warnings work independently and in unison to influence smokers' and non†smokers' behavioral intentions. The findings are particularly relevant to the many countries currently considering plain packaging and facing opposition from tobacco companies.

Suggested Citation

  • Karine Gallopel†Morvan & Janet Hoek & Sophie Rieunier, 2018. "Do Plain Packaging and Pictorial Warnings Affect Smokers' and Non†Smokers' Behavioral Intentions?," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(1), pages 5-34, March.
    • Handle: RePEc:bla:jconsa:v:52:y:2018:i:1:p:5-34
    DOI: 10.1111/joca.12145
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    Cited by:

    1. Elizabeth A. Minton & Paige Gardiner, 2021. "The missing role of moral values in anti‐vaping messaging," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(3), pages 1040-1061, September.
    2. Krishen, Anjala S. & Hu, Han-fen & Spivak, Andrew L. & Venger, Olesya, 2021. "The danger of flavor: E-cigarettes, social media, and the interplay of generations," Journal of Business Research, Elsevier, vol. 132(C), pages 884-896.
    3. Scot Burton & J. Craig Andrews & Richard G. Netemeyer, 2021. "Identifying and selecting effective graphic health warnings to prevent perceptual wearout on tobacco packaging and in advertising," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 609-621, June.

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