Using eye-tracking to examine how embedding risk corrective statements improves cigarette risk beliefs: Implications for tobacco regulatory policy.
Using eye-tracking to examine how embedding risk corrective statements improves cigarette risk beliefs: Implications for tobacco regulatory policy.
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DOI：
10.1016/j.drugalcdep.2016.04.031
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发表时间：
2016-07-01
影响因子：
4.2
通讯作者：
Strasser AA
中科院分区：
文献类型：
--
作者：
Lochbuehler K;Tang KZ;Souprountchouk V;Campetti D;Cappella JN;Kozlowski LT;Strasser AA
烟草公司在营销活动中故意使用显性和隐性的误导性信息。本研究的目的是通过实验调查印刷广告中显性和隐性内容的编辑是否可以提高吸烟者的风险信念以及吸烟者对显性和隐性信息的了解。使用 2（显式/隐式）x 2（准确/误导）受试者间设计，203 名吸烟者被随机分配到四种广告条件之一。对图形内容的操纵被视为传达产品危害的隐含因素。广告正文中包含的文本纠正被定义为受操纵的显性因素。分别在广告曝光期间和之后测量参与者的眼球运动和风险信念/回忆。结果表明，接触文本纠正可以减少对产品的错误信念 (p < .01)，并提高对纠正提供的信息的正确回忆 (p < .05)。准确的图形内容并没有改变产品的危害性。无论情况如何，长期关注警告标签的吸烟者对产品做出的错误推断较少 (p = .01)，并且更有可能正确回忆起警告信息 (p < .01)。尽管如此，大多数吸烟者很大程度上忽视了文字警告。在广告正文中嵌入纠正声明是向消费者传达健康信息的有效策略，《烟草控制法》（2009 年）可以强制执行这一策略。眼球追踪结果客观地表明，吸烟者不会看到纯文本警告，从而最大限度地降低了其传达风险信息的有效性。
Tobacco companies have deliberately used explicit and implicit misleading information in marketing campaigns. The aim of the current study was to experimentally investigate whether the editing of explicit and implicit content of a print advertisement improves smokers’ risk beliefs and smokers’ knowledge of explicit and implicit information. Using a 2(explicit/implicit) x 2(accurate/misleading) between-subject design, 203 smokers were randomly assigned to one of four advertisement conditions. The manipulation of graphic content was examined as an implicit factor to convey product harm. The inclusion of a text corrective in the body of the ad was defined as the manipulated explicit factor. Participants’ eye movements and risk beliefs/recall were measured during and after ad exposure, respectively. Results indicate that exposure to a text corrective decreases false beliefs about the product (p < .01) and improves correct recall of information provided by the corrective (p < .05). Accurate graphic content did not alter the harmfulness of the product. Independent of condition, smokers who focused longer on the warning label made fewer false inferences about the product (p = .01) and were more likely to correctly recall the warning information (p < .01). Nonetheless, most smokers largely ignored the text warning. Embedding a corrective statement in the body of the ad is an effective strategy to convey health information to consumers, which can be mandated under the Tobacco Control Act (2009). Eye-tracking results objectively demonstrate that text-only warnings are not viewed by smokers, thus minimizing their effectiveness for conveying risk information.