TY - JOUR
T1 - Effect of message approach and image size on pictorial health warning effectiveness on cigarette pack in Indonesia
T2 - A mixed factorial experiment
AU - Yuliati, Reny
AU - Sarwono, Billy Koernianti
AU - Ahsan, Abdillah
AU - Wibhisono, I. Gusti Lanang Agung Kharisma
AU - Kusuma, Dian
N1 - Funding Information:
Support was provided by the Center for Islamic Economics and Business, Universitas In-donesia, with funding awarded by Bloomberg Philanthropies to Johns Hopkins University. Its content is solely the responsibility of the authors and does not necessarily represent the official views of Bloomberg Philanthropies or Johns Hopkins University.
Funding Information:
Funding: Support was provided by the Center for Islamic Economics and Business, Universitas In‐ donesia, with funding awarded by Bloomberg Philanthropies to Johns Hopkins University. Its con‐ tent is solely the responsibility of the authors and does not necessarily represent the official views of Bloomberg Philanthropies or Johns Hopkins University.
Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.
PY - 2021/7/1
Y1 - 2021/7/1
N2 - Background: Cigarette consumption remains high and increasing in Indonesia. The gov-ernment implemented a pictorial health warnings requirement of 40% cover of the pack (front and back) using fear appeal messages. Objective: Our study aims to assess the effectiveness of cigarette pictorial health warnings by message and size. Methods: We conducted a mixed factorial experiment online study using three messaging approaches (fear vs. guilt vs. financial loss) and two pic-ture sizes (40% vs. 75%) among 209 smoking participants. Sociodemographic variables included gender, education, income, employment status, and marital status. Data analysis used a mixed model ANOVA to see the main effect and interaction effect on dependent variables. For subgroup analysis, we used t‐test and one‐way ANOVA. All analyzes were in SPSS 22. Results: We found significant differences in the three message types, in which fear and guilt have higher effectiveness than financial loss. By subgroup, the guilt message was more compelling among female smokers and married smokers. The financial loss message was effective among lower‐income smokers. We found no difference in pictorial health warning effectiveness by image size, potentially because participants could zoom in/out the cigarette pack image on the screen. Conclusions: Our finding sup-ports more diverse message types in pictorial health warnings in Indonesia and other countries.
AB - Background: Cigarette consumption remains high and increasing in Indonesia. The gov-ernment implemented a pictorial health warnings requirement of 40% cover of the pack (front and back) using fear appeal messages. Objective: Our study aims to assess the effectiveness of cigarette pictorial health warnings by message and size. Methods: We conducted a mixed factorial experiment online study using three messaging approaches (fear vs. guilt vs. financial loss) and two pic-ture sizes (40% vs. 75%) among 209 smoking participants. Sociodemographic variables included gender, education, income, employment status, and marital status. Data analysis used a mixed model ANOVA to see the main effect and interaction effect on dependent variables. For subgroup analysis, we used t‐test and one‐way ANOVA. All analyzes were in SPSS 22. Results: We found significant differences in the three message types, in which fear and guilt have higher effectiveness than financial loss. By subgroup, the guilt message was more compelling among female smokers and married smokers. The financial loss message was effective among lower‐income smokers. We found no difference in pictorial health warning effectiveness by image size, potentially because participants could zoom in/out the cigarette pack image on the screen. Conclusions: Our finding sup-ports more diverse message types in pictorial health warnings in Indonesia and other countries.
KW - Indonesia
KW - Message approach
KW - Pictorial health warning
KW - Size
KW - Tobacco control
UR - http://www.scopus.com/inward/record.url?scp=85108409848&partnerID=8YFLogxK
U2 - 10.3390/ijerph18136854
DO - 10.3390/ijerph18136854
M3 - Article
C2 - 34202414
AN - SCOPUS:85108409848
SN - 1661-7827
VL - 18
JO - International Journal of Environmental Research and Public Health
JF - International Journal of Environmental Research and Public Health
IS - 13
M1 - 6854
ER -
