The use of visual warnings in social marketing: The case of tobacco
Karine Gallopel
(1)
,
Patrick Gabriel
(2)
,
Marine Le Gall-Ely
(3)
,
Sophie Rieunier
(4)
,
Bertrand Urien
(3)
Karine Gallopel
- Fonction : Auteur
- PersonId : 11795
- IdHAL : karine-gallopel-morvan
- ORCID : 0000-0003-0152-4079
- IdRef : 125335903
Patrick Gabriel
- Fonction : Auteur
- PersonId : 173570
- IdHAL : patrick-gabriel
- ORCID : 0000-0001-6123-727X
- IdRef : 172026326
Marine Le Gall-Ely
- Fonction : Auteur
- PersonId : 880067
Sophie Rieunier
- Fonction : Auteur
- PersonId : 745165
- IdHAL : sophie-rieunier
- IdRef : 06098919X
Bertrand Urien
- Fonction : Auteur
- PersonId : 745985
- IdHAL : bertrand-urien
- ORCID : 0000-0001-8620-751X
Résumé
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.
Domaines
Gestion et managementFormat du dépôt | Notice |
---|---|
Type de dépôt | Article dans une revue |
Titre |
en
The use of visual warnings in social marketing: The case of tobacco
|
Résumé |
en
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.
|
Auteur(s) |
Karine Gallopel
1
, Patrick Gabriel
2
, Marine Le Gall-Ely
3
, Sophie Rieunier
4
, Bertrand Urien
3
1
CREM -
Centre de recherche en économie et management
( 894 )
- 7 place Hoche, BP 86514
35065 RENNES CEDEX
- France
2
Groupe Sup de Co La Rochelle
( 302673 )
- 102 Rue de Coureilles, 17000 La Rochelle
- France
3
ICI -
Laboratoire Information, Coordination, Incitations
( 10889 )
- 12 rue de Kergoat CS 93837 29238 Brest cedex 3
- France
4
GREGOR -
Groupe de Recherche en Gestion des Organisations
( 43255 )
- 8 bis rue de la Croix Jarry - 75013 Paris
- France
|
Comité de lecture |
Oui
|
Vulgarisation |
Non
|
Langue du document |
Anglais
|
Nom de la revue |
|
Audience |
Internationale
|
Date de publication |
2011
|
Numéro |
64
|
Page/Identifiant |
7-11
|
Domaine(s) |
|
Mots-clés |
en
Fear appeal, Tobacco, Social marketing, Visual warnings
|
Loading...