New Health COMM Research from UM
Associate professor Xiaoli Nan, along with Ph.D. students Bo Yang and Irina Iles, have published a new article in the journal Health Communication. Entitled "Effectiveness of Cigarette Warning Labels: Examining the Impact of Graphics, Message Framing, and Temporal Framing," the study examines the effectiveness of cigarette warning labels, with a specific focus on the impact of graphics, message framing (gain vs. loss), and temporal framing (present-oriented vs. future-oriented) among nonsmokers in the United States. A controlled experiment (N = 253) revealed that graphic warning labels were perceived as more effective, stronger in argument strength, and were generally liked more compared to text-only labels. In addition, loss-framed labels, compared to their gain-framed counterparts, were rated higher in perceived effectiveness, argument strength, and liking. No significant difference was observed between the present- and future-oriented frames on any of the dependent variables. Implications of the findings for antismoking communication efforts are discussed. Another co-author on the study was George Mason University's Xiaoquan Zhao.
Citation: Nan, X., Zhao, X., Yang, B., & Iles, I. (2014). Effectiveness of cigarette warning labels: Examining the impact of graphics, message framing, and temporal framing. Health Communication, 1-9. DOI:10.1080/10410236.2013.841531.