Summary
Introduction:
This text provides an overview of a study examining the effects of varying electronic cigarette warning label design features on the attention, recall, and product perceptions of young adults. The study aims to contribute to the limited research on optimal design features for e-cigarette warning labels and to inform future regulatory considerations.
Key Points:
* The study is a 3 (Brand) x 3 (Warning Size) x 2 (Warning Background) experimental investigation.
* Participants 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.
* The study assessed self-reported visual attention, warning message recall, and perceived addictiveness of e-cigarettes.
* approximately half of participants reported attending to warning labels, with greater attention for warnings on red versus white backgrounds.
* Recall of the warning message content was greater among those reporting attention to the warning label.
* Those who viewed warnings on red backgrounds reported lower perceived addictiveness than those who viewed warnings on white backgrounds.
* E-cigarette users reported lower perceived addictiveness than non-users, and among e-cigarette users, viewing warnings on white backgrounds produced perceptions more similar to non-users.
Main Message:
The study provides evidence that e-cigarette warning label design features, including size and coloring, affect self-reported attention and content recall. These findings can inform future regulatory decisions regarding e-cigarette warning labels and contribute to ongoing efforts to reduce the use and potential harms of e-cigarettes among young adults.
Citation
Mays D, Villanti a, Niaura RS, Lindblom EN, Strasser aa. The effects of varying electronic cigarette warning label design features on attention, recall, and product perceptions among young adults. health Communication. 2019;34(3):317-324. doi:10.1080/10410236.2017.1372050
