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Integrating Negative Social Cues in Tobacco Packaging: A Novel Approach to Discouraging Smokers

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  • Jennifer Jeffrey
  • Matthew Thomson

Abstract

Smoking is an international health crisis. Tobacco packaging is an important vehicle to convey antismoking messages, which to date have been predominantly limited to fear‐based health appeals. Using an experimental approach, we examine whether a novel alternative—using negative social cues on packaging—is effective at discouraging smoking. Our results support the notion that packaging which conveys to smokers that “others” view smoking negatively is sufficient to trigger feelings of self‐consciousness, which in turn reduces smoking intentions. This approach is particularly effective in “isolated” smokers who do not see smoking as identity‐relevant or congruent with their social self. These findings suggest that for a particular segment of the smoking population, the integration of negative social cues on packaging may be an effective complement to current fear‐based appeals.

Suggested Citation

  • Jennifer Jeffrey & Matthew Thomson, 2019. "Integrating Negative Social Cues in Tobacco Packaging: A Novel Approach to Discouraging Smokers," Journal of Consumer Affairs, Wiley Blackwell, vol. 53(4), pages 1380-1395, December.
  • Handle: RePEc:bla:jconsa:v:53:y:2019:i:4:p:1380-1395
    DOI: 10.1111/joca.12232
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    Cited by:

    1. Chih-Ching Yu & Ching Lu, 2023. "Reassessing the Impact of Fear Appeals in Sustainable Consumption Communication: An Investigation into Message Types and Message Foci," Sustainability, MDPI, vol. 15(23), pages 1-18, November.

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