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C3b Integrating Negative Social Cues in Tobacco Packaging: A Novel Approach to Discouraging Smokers
Key Words
Smoking, Tobacco Packaging, Social Cues, Self-conscious Emotions, Identity
Short Description
Smoking is an international health crisis. Tobacco packaging is an important vehicle to convey anti-smoking messages, which to date have been predominantly limited to fear-based health appeals. Using an experimental approach, we examine whether a novel alternative – using negative social cues on packaging – is effective at discouraging smoking. Our results support the notion that packaging which conveys to smokers that ‘others’ view smoking negatively is sufficient to trigger feelings of self-consciousness, which in turn reduces smoking intentions. This approach is particularly effective in ‘isolated’ smokers who do not see smoking as identity-relevant or congruent with their social self. These findings suggest that for a particular segment of the smoking population, the integration of negative social cues on packaging may be an effective complement to current fear-based appeals.
First & Corresponding Author
Jennifer Jeffrey, King's University College, Western University
Authors in the order to be printed
Jennifer Jeffrey, Matthew Thomson