The Effects of Varying Electronic Cigarette Warning Label Design Features On Attention, Recall, and Product Perceptions Among Young Adults

Darren Mays, Andrea Villanti, Raymond Niaura, Eric N. Lindblom, Andrew A. Strasser

Research output: Contribution to journalArticle

Abstract

This study was a 3 (Brand: Blu, MarkTen, Vuse) by 3 (Warning Size: 20%, 30%, or 50% of advertisement surface) by 2 (Warning Background: White, Red) experimental investigation of the effects of electronic cigarette (e-cigarette) warning label design features. Young adults aged 18–30 years (n = 544) were recruited online, completed demographic and tobacco use history measures, and randomized to view e-cigarette advertisements with warning labels that varied by the experimental conditions. Participants completed a task assessing self-reported visual attention to advertisements with a-priori regions of interest defined around warning labels. Warning message recall and perceived addictiveness of e-cigarettes were assessed post-exposure. Approximately half of participants reported attending to warning labels and reported attention was greater for warnings on red versus white backgrounds. Recall of the warning message content was also greater among those reporting attention to the warning label. Overall, those who viewed warnings on red backgrounds reported lower perceived addictiveness than those who viewed warnings on white backgrounds, and e-cigarette users reported lower perceived addictiveness than non-users. Among e-cigarette users, viewing warnings on white backgrounds produced perceptions more similar to non-users. Greater recall was significantly correlated with greater perceived addictiveness. This study provides some of the first evidence that e-cigarette warning label design features including size and coloring affect self-reported attention and content recall.

Original languageEnglish (US)
Pages (from-to)1-8
Number of pages8
JournalHealth Communication
DOIs
StateAccepted/In press - Dec 13 2017

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Product Recalls and Withdrawals
young adult
Labels
Young Adult
electronics
Tobacco Use
Tobacco
Tobacco Products
nicotine
Coloring
History
Demography
Electronic Cigarettes
history
evidence

Keywords

  • Electronic cigarettes
  • warning labels
  • young adults

ASJC Scopus subject areas

  • Health(social science)
  • Communication

Cite this

The Effects of Varying Electronic Cigarette Warning Label Design Features On Attention, Recall, and Product Perceptions Among Young Adults. / Mays, Darren; Villanti, Andrea; Niaura, Raymond; Lindblom, Eric N.; Strasser, Andrew A.

In: Health Communication, 13.12.2017, p. 1-8.

Research output: Contribution to journalArticle

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