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The use of visual warnings in social marketing: The case of tobacco

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  • Gallopel-Morvan, Karine
  • Gabriel, Patrick
  • Le Gall-Ely, Marine
  • Rieunier, Sophie
  • Urien, Bertrand

Abstract

Despite strong interest on the part of tobacco health practitioners, the effect of graphic warnings inserted on cigarette packs is unclear on several levels. First, the most effective themes for such messages have not been clearly identified by researchers. Second, no research has identified the ideal combination of self-efficacy and fear appeal warnings that should be inserted on cigarette packs, according to Protection Motivation Model principles. The exploratory study we conducted with French consumers to test the effectiveness of new graphic warnings proposed by the European Union in 2004 clearly demonstrates that visual messages, as opposed to text warnings, are more effective. This study also enabled us to identify the most effective themes of the European set: health warnings and social messages. Regarding future public health applications, if fear appeals are used, they need to be combined with self-efficacy and cessation support messages since they provoke avoidance reactions.

Suggested Citation

  • Gallopel-Morvan, Karine & Gabriel, Patrick & Le Gall-Ely, Marine & Rieunier, Sophie & Urien, Bertrand, 2011. "The use of visual warnings in social marketing: The case of tobacco," Journal of Business Research, Elsevier, vol. 64(1), pages 7-11, January.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:1:p:7-11
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    5. Olivier Droulers & Karine Gallopel-Morvan & Sophie Lacoste-Badie & Mathieu Lajante, 2017. "The influence of threatening visual warnings on tobacco packaging: Measuring the impact of threat level, image size, and type of pack through psychophysiological and self-report methods," Post-Print halshs-02024739, HAL.
    6. Chi Hong Leung, 2019. "Is usage of visual images in online marketing effective?," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 9(6), pages 147-156, June.
    7. Dong Jenn Yang, 2018. "Exploring the communication effects of message framing of smoking cessation advertising on smokers’ mental processes," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 315-332, September.
    8. Béatrice Parguel & Renaud Lunardo & Jean-Charles Chebat, 2012. "Warning Young Adults Against Tobacco Consumption Through Ad Parodies: its Effects on Cigarette Brands Attitude," Post-Print halshs-00704000, HAL.
    9. Israel, Avi & Rosenboim, Mosi & Shavit, Tal, 2014. "Using priming manipulations to affect time preferences and risk aversion: An experimental study," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 53(C), pages 36-43.
    10. Septianto, Felix & Lee, Michael S.W., 2020. "Emotional responses to plastic waste: Matching image and message framing in encouraging consumers to reduce plastic consumption," Australasian marketing journal, Elsevier, vol. 28(1), pages 18-29.
    11. Marie-Laure Mourre & Patricia Gurviez, 2015. "Proposition d’un modèle intégrateur de la résistance aux messages anti-tabac," Post-Print hal-01443801, HAL.
    12. Eman Wadie Abdel Halim, 2020. "Evaluating the Effectiveness of Negative Appeals Used in Emotional Marketing in Relation to Smoking Phenomenon in Egypt," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(4), pages 160-160, March.
    13. Rizal Edy Halim, 2019. "Warning Label Placement: The Difference Effect of Social Risk and Health Risk Consequences," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 282-297.
    14. Lafrenière, Darquise & Hurlimann, Thierry & Menuz, Vincent & Godard, Béatrice, 2014. "Evaluation of a cartoon-based knowledge dissemination intervention on scientific and ethical challenges raised by nutrigenomics/nutrigenetics research," Evaluation and Program Planning, Elsevier, vol. 46(C), pages 103-114.
    15. Kauronen Marja-Leena & Lehtonen Olli & Purhonen Kirsi & Kallunki Valdemar & Polak Angelika, 2020. "Picture-Based Recognition of Smokers: A Novel Visual Method," Econometrics. Advances in Applied Data Analysis, Sciendo, vol. 24(4), pages 34-49, December.
    16. Senyuz, Aysu & Hasford, Jonathan, 2022. "The allure of arrogance: How relationship formation motives enhance consumer preferences for arrogant communications," Journal of Business Research, Elsevier, vol. 139(C), pages 106-120.
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