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具有更大、更明显的图形健康警告。 事实证明，图形警告标签在引起对吸烟的负面反应，增加戒烟意向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人口层面进行的，当时各国引入了图形警告，因此可能会受到同时增加税收和媒体宣传的干扰。 此外，这项研究无法检测图形警告标签的哪些方面使它们有效。 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回忆其内容。 我实验室最近的眼动追踪研究表明，一个人关注标签中文字的速度有多快，他们停留或查看图像的时间有多长，与正确回忆图形警告标签呈正相关。 随后的一项研究发现，具有一致信息的图形警告标签，例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引起更大的回忆，并且，当查看一致的标签时，眼动追踪模式更加集中和明确，并且与正确的回忆相关。 这项拟议的研究将把目前每天吸烟的人随机分配到9个FDA批准的图形警告标签中的一个，并与一致或不一致的文本警告配对。 参与者将在最初暴露于 此外，当局亦会向他们提供自己品牌的香烟，并在其包装上贴上相同的图形警告标签。 吸烟者将在接下来的10天内接受监测，每3天参加一次实验室访视，在那里他们将完成回忆，香烟风险信念，戒烟态度和意图（最后一天）的测量，同时还跟踪每日香烟消费和吸烟地形图以检查吸烟行为的变化，并进行眼动跟踪评估以检查观看模式。 本研究的结果将提供重要的经验数据，以证明图形警告标签的格式特征使其有效，以及查看模式如何影响有效性。 结果还将重要地检查回忆和改善对吸烟的态度和信念之间的关系，以及戒烟意愿的增加和吸烟行为的减少。 这些研究问题是对FDA烟草产品研究中心关于警告有效性（#41）和确定最有效和最佳公众沟通途径（#35）的优先事项的直接回应。

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).