IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxiiy2019i2p282-297.html
   My bibliography  Save this article

Warning Label Placement: The Difference Effect of Social Risk and Health Risk Consequences

Author

Listed:
  • Rizal Edy Halim

Abstract

Purpose: The warning label tested in this study is a textual visual warning label that is concerned with warning of health risks, the source of warning messages, the layout of warning labels, and the use of children's idol images on warning labels. The main targets of marketing unhealthy products are children and adolescents. Accordingly, this study targets the kids and tweens age groups. Design/Methodology/Approach: One tool that is believed to change the consumption behavior of products that are at risk for health is to use warning labels on product packaging. The method used in this study is a lab experiment, involving participants from two age groups, namely kids and tweens. As a persuasive measure, both visual and textual warning labels are believed to be able to change people's consumption behavior. Findings: The negative effects that arise from business marketing activities cause social marketing to be one of the academic urgencies in the realm of marketing science. In the past decade, the international community has been very concerned about advertising unhealthy products for children and adolescents. The results of the study found that the difference in location of the warning label placement, and the use of idol images significantly affected the effectiveness of the warning label. Practical Implications: The results of this study are useful for the development of social marketing science, especially the study of warning labels, namely recommending alternative warning labels that can be used in addition to health risks, namely warning labels with social consequences. Originality/Value: For policy makers and observers of social marketing, this research provides a set of innovations that can be used to support the success of junk food product demarketing strategies.

Suggested Citation

  • 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.
    • Handle: RePEc:ers:journl:v:xxii:y:2019:i:2:p:282-297
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/1439/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Rizal Edy Halim, 2017. "The Impact of Trust-Distrust toward Quality of Life: The Case of Poor and non-Poor Household in Indonesia," European Research Studies Journal, European Research Studies Journal, vol. 0(3A), pages 783-801.
    2. Barlow, Todd & Wogalter, Michael S, 1993. "Alcoholic Beverage Warnings in Magazine and Television Advertisements," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 147-156, June.
    3. Karine Gallopel & Patrick Gabriel & Marine Le Gall-Ely & Sophie Rieunier & Bertrand Urien, 2011. "The use of visual warnings in social marketing: The case of tobacco," Post-Print halshs-00601101, HAL.
    4. 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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Nguyen, Stephanie & Nicod, Lionel & Llosa, Sylvie, 2024. "Preventing bypass on sharing economy platforms: The impact of message framing on users’ bypass intention," Journal of Business Research, Elsevier, vol. 179(C).
    3. Yi-Fen Chen & Shi-Han Chang, 2016. "The online framing effect: the moderating role of warning, brand familiarity, and product type," Electronic Commerce Research, Springer, vol. 16(3), pages 355-374, September.
    4. 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.
    5. Tessitore, Tina & Geuens, Maggie, 2019. "Arming consumers against product placement: A comparison of factual and evaluative educational interventions," Journal of Business Research, Elsevier, vol. 95(C), pages 38-48.
    6. Ghosh, Tathagata & Sreejesh, S. & Dwivedi, Yogesh K., 2022. "Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games," Journal of Business Research, Elsevier, vol. 147(C), pages 222-235.
    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. Wang, Wangshuai & Yi, Yanxi & Li, Jie & Sun, Gong & Zhang, Mo, 2022. "Lighting up the dark: How the scarcity of childhood resources leads to preferences for bright stimuli," Journal of Business Research, Elsevier, vol. 139(C), pages 1155-1164.
    9. 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.
    10. 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.
    11. 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.
    12. 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.
    13. 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.
    14. Marie-Laure Mourre & Patricia Gurviez, 2015. "Proposition d’un modèle intégrateur de la résistance aux messages anti-tabac," Post-Print hal-01443801, HAL.
    15. Davis, Cassandra Denise & Burton, Scot, 2019. "Making bad look good: The counterpersuasive effects of natural labels on (dangerous) vice goods," Journal of Business Research, Elsevier, vol. 104(C), pages 271-282.
    16. 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.
    17. Tobias Effertz & Marie-Kristin Franke & Thorsten Teichert, 2014. "Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks," Journal of Consumer Policy, Springer, vol. 37(2), pages 279-299, June.
    18. 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.
    19. Tien Ha Duong, My & Nguyen, Quyen Le Hoang Thuy To & Nguyen, Phong Thanh, 2022. "Measurement Quality of Life of Rural to Urban Migrants in Ho Chi Minh City by Using Partial Least Square Structural Equation Model," MPRA Paper 116777, University Library of Munich, Germany, revised Oct 2022.
    20. Veronica L. Thomas & Kendra Fowler & Pamela Grimm, 2013. "Conceptualization and Exploration of Attitude toward Advertising Disclosures and Its Impact on Perceptions of Manipulative Intent," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(3), pages 564-587, November.

    More about this item

    Keywords

    Social marketig; warning label; kids and tweens; unhealthy food and drinks.;
    All these keywords.

    JEL classification:

    • C31 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Cross-Sectional Models; Spatial Models; Treatment Effect Models; Quantile Regressions; Social Interaction Models
    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxii:y:2019:i:2:p:282-297. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.