Table 1.
Characteristics of the threat level and efficacy messages on graphic warning labels
| Label # | Label image | Threat level | Efficacy message | Health message |
|---|---|---|---|---|
| 1 |
|
Low | Self-efficacy: Vicarious experience | Negative health effects of smoking for smokers |
| 2 |
|
High | Self-efficacy: Mastery experience | Negative health effects of smoking for smokers |
| 3 |
|
Low | Weak | Negative health effects of smoking for smokers |
| 4 |
|
High | Response efficacy: Quitline’s helpfulness for quitting | Negative health effects of smoking for smokers |
| 5 |
|
High | Weak | Negative health effects of smoking for others |
| 6 |
|
Low | Self-efficacy: Mastery experience | Negative health effects of smoking for others |
| 7 |
|
Low | Response efficacy: Quitting to improve health | Negative health effects of smoking for others |
| 8 |
|
High | Self-efficacy: Social persuasion | Negative health effects of smoking for others |
| 9 |
|
None | Response efficacy: Quitting to improve health | Benefits of quitting for smokers |
| 10 |
|
None | Self-efficacy: Vicarious experience | Benefits of quitting for smokers |
| 11 |
|
None | Self-efficacy: Social persuasion | Benefits of quitting for others |
| 12 |
|
None | Response efficacy: Quitline’s helpfulness for quitting | Benefits of quitting for others |