Using Eye Tracking to Understand and Improve Graphic Warning Label Effectiveness

描述（由申请人提供）：《家庭吸烟预防和控制法》赋予了食品和药物管理局（FDA）监管烟草产品的权力，包括要求香烟包装和广告上有更大、更明显的健康警告图形。图形警告标签已被证明在引起对吸烟的负面反应、增加报告的戒烟意图和改变对吸烟危害的信念方面是有效的。然而，这项研究大部分是在各国引入图形警告时在人口一级进行的，因此可能会因同时增加税收和媒体宣传而混淆。此外，本研究无法检测图形警告标签的哪些方面使其有效。评估图形警告标签有效性的重要第一步是证明吸烟者是否能正确地回忆起其内容。我的实验室最近进行的眼动追踪研究报告称，人们关注标签上文字的速度，以及他们停留或观看图像的时间，与对图形警告标签的正确回忆呈正相关。随后的一项研究发现，具有一致信息的图形警告标签，如图像和文本传达类似的健康信息，比不一致的图形警告标签更能唤起更多的回忆，并且，在观看一致的标签时，眼动追踪模式更加集中和明确，并且与正确的回忆有关。这项拟议的研究将把目前每天吸烟的人随机分配到fda批准的9个图形警告标签中的一个，并搭配一个一致或不一致的文本警告。参与者将在初始接触时进行眼动追踪评估

DESCRIPTION (provided by applicant): The Family Smoking Prevention and Control Act gave the Food and Drug Administration (FDA) the authority to regulate tobacco products, including the requirement that cigarette packages and advertisements have larger, more visible graphic health warnings. Graphic warning labels have proven to be effective in eliciting negative responses to smoking, increasing reported intention to quit smoking, and modifying beliefs about the dangers of smoking. However, much of this research was conducted at the population level when countries introduced graphic warnings, and therefore potentially confounded by concurrent tax increases and media campaigns. Further, this research is unable to detect what aspects of graphic warning labels make them effective. An important first step in evaluating effectiveness of a graphic warning label is to demonstrate if smokers can correctly recall its content. Recent eye tracking research in my laboratory has reported that how quickly one attends to the text in the label and for how long they dwell, or view, the image, is positively associated with correct recall of the graphic warning label. A subsequent study finds that graphic warning labels with a congruent message, such that the image and text convey a similar health message, elicit greater recall than incongruent graphic warning labels~ and, eye tracking patterns are more focused and defined when viewing congruent labels, and are associated with correct recall. The proposed study will randomize current daily smokers to one of the 9 FDA-approved graphic warning labels, paired with a text warning that is congruent or incongruent. Participants will have their eye tracking assessed during the initial exposure to the graphic warning label, then be provided with their own brand cigarettes with the same graphic warning label applied to their packs. Smokers will be monitored for the next 10 days, attending laboratory visits every 3 days, where they will complete measures of recall, cigarette risk beliefs, attitudes and intentions to quit smoking (last day), while also tracking daily cigarette consumption and smoking topography to examine changes in smoking behaviors, and eye tracking assessments to examine viewing patterns. Results from this study will provide important empirical data to demonstrate what format features of graphic warning labels make them effective, and how viewing patterns impact effectiveness. Results will also importantly examine the relationship between recall and improved attitudes and beliefs about smoking, as well as increased intention to quit smoking and decreases in smoking behavior. These research questions are in direct response to FDA's Center for Tobacco Products Research Priorities on warning effectiveness (#41) and identifying the most effective and best communication avenues to the public (#35).