Table 2.
Mean ratings of health warning labels in control and experimental conditions
| Control condition – text-only label on 50% of one lateral side | Totals | |||||
|---|---|---|---|---|---|---|
| Textual content |
|
Smoking causes Lung Cancer, Heart Disease, Emphysema and May Complicate Pregnancy | Smoking by pregnant Women May Result In Fetal Injury, Premature Birth, and Low Birth Weight | Cigarette Smoke Contains Carbon Monoxide | Quitting Smoking Now Greatly Reduces Serious Risks to Your Health | |
|
| ||||||
| Mean (SD) ratings | Credibility | 7.87 (0.03) | 7.87 (0.03) | 7.87 (0.03) | 7.87 (0.03) | 7.50 (0.11) |
| Relevance | 5.66 (0.13) | 5.64 (0.04) | 6.64 (0.13 | 6.83(0.04) | 5.66 (0.13) | |
| Effectiveness | 5.36 (0.12) | 5.36 (0.12) | 5.34 (0.12) | 5.36 (0.12) | 5.36 (0.12) | |
| Experimental condition - pictorial label on 50% of front and back
| |||||
|---|---|---|---|---|---|
| Image type | Graphic | Human suffering | Symbolic | ||
| Health topic: Cancer |
|
|
|
|
|
|
| |||||
| Mean (SD) ratings | Credibility | 8.69 (0.08) | 8.68 (0.08) | 7.89 (0.07) | 8.13 (0.06) |
| Relevance | 8.00 (0.10) | 7.11 (0.10) | 6.58 (0.09) | 7.05 (0.07) | |
| Effectiveness | 8.04 (0.09) | 7.74 (0.10) | 6.45 (0.08) | 6.98 (0.06) | |
|
| |||||
| Health topic: Cardiovascular disease |
|
|
|
|
|
|
| |||||
| Mean (SD) ratings | Credibility | 8.42 (0.09) | 8.33 (0.09) | 6.41 (0.12) | 7.72 (0.06) |
| Relevance | 7.38 (0.11) | 7.19 (0.11) | 5.22 (0.13) | 6.60 (0.07) | |
| Effectiveness | 7.38 (0.10) | 7.19 (0.10) | 5.10 (0.12) | 6.56 (0.07) | |
|
| |||||
| Health topic: Secondhand smoke |
|
|
|
|
|
|
| |||||
| Mean (SD) ratings | Credibility | 8.64 (0.08) | 6.97 (0.12) | 7.68 (0.11) | 7.76 (0.06) |
| Relevance | 8.08 (0.10) | 6.05 (0.12) | 6.39 (0.12) | 6.84 (0.07) | |
| Effectiveness | 8.11 (0.09) | 5.91 (0.12) | 6.28 (0.12) | 6.77 (0.07) | |
|
| |||||
| Total mean ratings by image type | Graphic | Human suffering | Symbolic | Grand mean for pictorials | |
| Credibility | 8.58 (0.05) | 7.99 (0.06) | 7.05 (0.08) | 7.87 (0.03) | |
| Relevance | 7.82 (0.06) | 6.98 (0.07) | 5.81 (0.09) | 6.83 (0.04) | |
| Effectiveness | 7.84 (0.05) | 6.95 (0.06) | 5.69 (0.08) | 6.77 (0.04) | |