Effect of message approach and image size on pictorial health warning effectiveness on cigarette pack in Indonesia: a mixed factorial experiment
File(s)
Published version
OA Location
Author(s)
Yuliati, Reny
Sarwono, Billy Koernianti
Ahsan, Abdillah
Wibhisono, I Gusti Lanang Agung Kharisma
Kusuma, Dian
Type
Journal Article
Abstract
Background: Cigarette consumption remains high and increasing in Indonesia. The government implemented a pictorial health warnings requirement of 40% cover of the pack (front and back) using fear appeal messages. Objective: Our study aims to assess the effectiveness of cigarette pictorial health warnings by message and size. Methods: We conducted a mixed factorial experiment online study using three messaging approaches (fear vs. guilt vs. financial loss) and two picture sizes (40% vs. 75%) among 209 smoking participants. Sociodemographic variables included gender, education, income, employment status, and marital status. Data analysis used a mixed model ANOVA to see the main effect and interaction effect on dependent variables. For subgroup analysis, we used t-test and one-way ANOVA. All analyzes were in SPSS 22. Results: We found significant differences in the three message types, in which fear and guilt have higher effectiveness than financial loss. By subgroup, the guilt message was more compelling among female smokers and married smokers. The financial loss message was effective among lower-income smokers. We found no difference in pictorial health warning effectiveness by image size, potentially because participants could zoom in/out the cigarette pack image on the screen. Conclusions: Our finding supports more diverse message types in pictorial health warnings in Indonesia and other countries.
Date Issued
2021-06-25
Date Acceptance
2021-06-22
Citation
International Journal of Environmental Research and Public Health, 2021, 18 (13), pp.1-11
ISSN
1660-4601
Publisher
MDPI AG
Start Page
1
End Page
11
Journal / Book Title
International Journal of Environmental Research and Public Health
Volume
18
Issue
13
Copyright Statement
© 2021 by the authors.
Licensee MDPI, Basel, Switzerland.
This article is an open access article
distributed under the terms and
conditions of the Creative Commons
Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/)
Licensee MDPI, Basel, Switzerland.
This article is an open access article
distributed under the terms and
conditions of the Creative Commons
Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/)
License URL
Identifier
https://www.mdpi.com/1660-4601/18/13/6854
Subjects
Toxicology
Publication Status
Published
Date Publish Online
2021-06-25