Avoidance of cigarette pack health warnings among regular cigarette smokers
Avoidance of cigarette pack health warnings among regular cigarette smokers
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DOI：
10.1016/j.drugalcdep.2014.01.001
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发表时间：
2014-03-01
影响因子：
4.2
通讯作者：
Munafo, Marcus R.
中科院分区：
文献类型：
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作者：
Maynard, Olivia M.;Attwood, Angela;Munafo, Marcus R.
背景：以前对成年人和青少年的研究表明，在不吸烟和不经常吸烟的人中，普通香烟包装增加了对健康警告的视觉注意，但在经常吸烟的人中不是这样。这可能是因为经常吸烟的人：(1)熟悉健康警告，(2)优先注意品牌宣传，或(3)积极回避健康警告。我们试图使用眼球跟踪技术区分这些解释。方法：对30名成年吸烟者进行方便抽样，参与眼球跟踪研究。参与者观看了品牌香烟、普通香烟和空白香烟，上面有熟悉的和不熟悉的健康警告。结果：方差分析显示，经常吸烟的人更倾向于关注品牌而不是健康警示。这种偏见较小，但仍然很明显，对于空白包装，吸烟者优先关注空白区域，而不是健康警告。时程分析表明，品牌包装和普通包装在刺激呈现的整个10个S阶段都优先关注品牌位置，而空白包装在刺激呈现的最后8个S阶段出现这种情况。对健康警示的熟悉程度对眼睛凝视位置没有影响。结论：吸烟者积极避免香烟包装健康警示，即使在没有显著品牌信息的情况下也是如此。吸烟者可能已经学会了转移他们对香烟包装健康警告的注意力。这些发现对卷烟包装和健康警告政策有一定的影响。(C)2014年提交人。爱思唯尔爱尔兰有限公司出版。版权所有。
Background: Previous research with adults and adolescents indicates that plain cigarette packs increase visual attention to health warnings among non-smokers and non-regular smokers, but not among regular smokers. This may be because regular smokers: (1) are familiar with the health warnings, (2) preferentially attend to branding, or (3) actively avoid health warnings. We sought to distinguish between these explanations using eye-tracking technology.Method: A convenience sample of 30 adult dependent smokers participated in an eye-tracking study. Participants viewed branded, plain and blank packs of cigarettes with familiar and unfamiliar health warnings. The number of fixations to health warnings and branding on the different pack types were recorded.Results: Analysis of variance indicated that regular smokers were biased towards fixating the branding rather than the health warning on all three pack types. This bias was smaller, but still evident, for blank packs, where smokers preferentially attended the blank region over the health warnings. Time-course analysis showed that for branded and plain packs, attention was preferentially directed to the branding location for the entire 10 s of the stimulus presentation, while for blank packs this occurred for the last 8 s of the stimulus presentation. Familiarity with health warnings had no effect on eye gaze location.Conclusion: Smokers actively avoid cigarette pack health warnings, and this remains the case even in the absence of salient branding information. Smokers may have learned to divert their attention away from cigarette pack health warnings. These findings have implications for cigarette packaging and health warning policy. (C) 2014 The Authors. Published by Elsevier Ireland Ltd. All rights reserved.