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Discouragement communication on cigarette packaging : an explorative experimental study: into the effects of discouragement communication on cigarette packaging aimed at stimulating smoking cessation.

Weijdeman, M. (2019) Discouragement communication on cigarette packaging : an explorative experimental study: into the effects of discouragement communication on cigarette packaging aimed at stimulating smoking cessation.

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Abstract:The implementation of warning labels on tobacco products is one of the initiatives taken to increase risk perception of smoking behavior and to stimulate smoking cessation. Several studies have been undertaken on the subject of effectiveness of warning labels, which lead to the attention being focused solely on increasing risk perception via fear appeals. Overall, findings of this study indicate that it does not seem to matter which strategy on tobacco products is used to change smokers’ stop intention, whether it is risk perception, attitude, perceived norm, self-identity, self-efficacy, habit or disgust. Besides, this study shows that risk perception, self-identity, and disgust are relevant predictors of smoking cessation. Therefore, results from this study provide preliminary support that the implementation of fear appeals on tobacco products might not be the most suitable strategy and the effects of targeting the three relevant mechanisms simultaneously on cigarette packaging will be more promising. Hence, these findings can be used as inspiration for future research and as a foundation for the development of new strategies for communication on cigarette packaging and new campaigns aiming to increase smoking cessation via risk perception, self-identity, and disgust.
Item Type:Essay (Master)
Clients:
Universiteit Twente
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77878
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