مطالعه سطوح گرافیکی هشدار در بسته‌بندی های سیگار و تاثیر آن بر نیات ترک مصرف‌؛ تحلیل نقش میانجی برانگیختگی ترس و ادراک از تهدید سلامت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار موسسه عالی آموزش و پژوهش مدیریت وبرنامه ریزی

2 کارشناسی ارشد موسسه عالی آموزش و پژوهش مدیریت و برنامه ریزی

10.34785/J018.2019.797

چکیده

در دهه های اخیر، بازاریابی اجتماعی به عنوان یک نگرش مؤثر بر تغییر رفتار تکامل یافته است. امروزه یکی از دغدغه‌های سلامتی برای جوانان جلوگیری از گرایش آن ها به دخانیات است. پیام‌های هشدار‌دهنده گرافیکی یکی از طرح های توسعه داده شده در بازاریابی اجتماعی است که هدف آن افزایش کنش ترک یا کاهش مصرف سیگار است. این پیام‌ها، روشی است که امید می رود بتوان از طریق آن با مصرف‌کننده سیگار و اطرافیان او ارتباط برقرار کرد تا رفتار مصرفی وی تعدیل شود. هدف از انجام این پژوهش، بررسی تاثیر هشدار‌های گرافیکی روی پاکت‌های سیگار است. در پیمایش انجام شده داده‌های مورد نیاز از 126 نفر از دانشجویان سیگاری دانشگاه‌های تهران در منطقه یک جمع‌آوری و مورد مطالعه قرار گرفتند. نتایج تحلیل آماری نشان داد که سطوح هشدار‌دهنده در پرتو متغیر دفعات مصرف سیگار منجر به ایجاد ترس می‌شود و ترس بر روی باور به تهدید سلامت ناشی از مصرف سیگار تاثیر می‌گذارد. با این حال یافته‌ها نشان داد هشدار‌های گرافیکی بر نیات ترک سیگار تاثیری ندارد ولی در تعامل با دفعات مصرف سیگار می‌تواند بر نیات ترک سیگار تاثیر داشته باشد. نتایج این پژوهش همچنین نشان می‌دهد که پیام‌های تصویری برخلاف پیام‌های متنی تأثیر‌گذاری بیشتری دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Graphic warning and Smoking cessation; mediating role of fear aversion and perception of health threats

نویسندگان [English]

  • mehdi khademi 1
  • fatemeh safavi 2
1 IMPS
2 IMPS
چکیده [English]

In recent decades, social marketing has been recognized as an effective attitude to behavior change. Today, smoking is one of the health concerns for young people. Graphical warning messages are one of the initiatives developed in social marketing, which aims to increase crack action or reduce smoking. The purpose of this study was to investigate the effect of graphic warnings on cigarette packs. In the survey, data were collected from 126 smokers in Tehran universities. The results showed warning levels in the light of the frequency of smoking is likely to lead to fear, and fear affects the health threat from smoking. However, findings show that graphical warnings do not affect the thinking of treating, but in interaction with the frequency of smoking, it can affect the thinking of smoking cessation. The results of this study also show visual messages are more effective than verbal messages.

کلیدواژه‌ها [English]

  • social marketing
  • health threats perception
  • fear
  • Smoking cessation intentions
  • graphic levels

مراجع

  • Abdolahinia, Ali., Maadani, Mohammad Reza., & Radmand, Golnar. (2010). Pictorial Warning Labels and Quit Intention in Smokers Presenting to a Smoking Cessation Clinic, Tanaffos, 9 (4), 48-52.
  • Anderws, J., Craig. R., Netemeyer, K., Jeremey, B. S. (2014). How Graphic Visual Health Warnings Affect Young Smokers’ Thoughts of Quitting. Journal of Marketing Research, 51 (2), 165-183.
  • Hartmann, P., Apaolaza, V., &Alija, Patxit. (2013). Nature imagery in advertising Attention restoration and memory effects. International Journal of Advertising, 32 (2).
  • Kees, J., Scot, B. J. Craig, A., & John, K. (2010). Understanding how graphic pictorial warnings work on cigarette packaging. Journal of Public Policy & Marketing, 29 (2), 265-76.
  • Kisielius, J., & Brian, S. (1984). Detecting and Explaining Vividness Effects in Attitudinal Judgments, Journal of Marketing Research, 21 (February), 54–64.
  • McCool. J., Webb. L., Cameron, L. D., & Hoek. J. (2012). Graphic warning labels on plain cigarette packs: Will they make a difference to adolescents?" Social Science & Medicine, 74, 1269-1273.
  • Miller, CL., Hill, DJ., Quester, PG., & Hiller, JE. (2009). Impact on the Australian Quitline of new graphic cigarette pack warnings including the Quitline number. Tob Control, 18, 235-7.
  • Mitra, G., & Ray, A. (2014). The Impacts of Materialistic Value and Advertisements of Different Product Category on the Advertising Appeals Effectiveness among Consumers in Kolkata, Asian Journal of Management Sciences, 2 (05), 05-09.
  • Nabi, R. L., Roskos-Ewoldsen, D., & Carpentier, F. D. (2008). Subjective Knowledge and Fear Appeal Effectiveness: Implications for Message Design. Health Communication, 23 (2), 191-201
  • Netemeyer, G., Burton, R., Andrews, R., Craig, J., & Kees, J. (2016). Graphic Health Warnings on Cigarette Packages: The Role of Emotions in Affecting Adolescent Smoking Consideration and Secondhand Smoke Beliefs. Journal of Public Policy & Marketing, 35 (1), 124-143.
  • Vardi pour, H., Heydarnia, A., Kazem nejad, A., Shafiei, F., & Azad fallah, P. (2006). Application of fear-provoking theories in preventing substance abuse among male high school students in Tehran. Journal of Hamadan University of Medical Sciences & Health Services, 13 (3).
  • Aghamollahi, A., Madani, T., & Ghanbarnejad, A. (2013). A survey of smokers' attitudes and reactions to health warnings about cigarette packets.
  • Andrews , J.C., Mays , D., & Netemeyer , R. (2018). Effects of E-Cigarette Health Warnings and Modified Risk Ad Claims on Adolescent E-Cigarette Craving and Susceptibility, Nicotine & Tobacco Research.
  • Bansal-Travers, M., Hammond, D., Smith, P., & Cummings, M. (2011). The impact of cigarette pack design, descriptors, and warning labels on risk perception in the U.S. American Journal of Preventive Medicine, 40 (6), 674–82.
  • Bansal-Travers, M., Hammond, D., Smith, P., & Michael Cummings, K. (2011). The impact of cigarette pack design, descriptors, and warning labels on risk perception in the U.S. American Journal of Preventive Medicine, 40 (6), 674–82.
  • Biener, L., Ming, J., Gilpin, EA., & Albers, AB. (2004). The Impact of Emotional Tone, Message and Broadcast Parameters in Youth Anti-Smoking Advertisements. Journal of Health Communication, 9 (3), 259–74.
  • Christopher, B., Scot, B., & Elizabeth Howlett. (2017). The Impact of E-Cigarette Addiction Warnings and Health-Related Claims on Consumers’ Risk Beliefs and Use Intentions. Journal of Public Policy & Marketing: Spring, 36 (1), 54-69.
  • Farhangi, A., Firozian, M., & mousavian, A. (2009). Effectiveness of Iranian National Gas Company advertising in order to optimize consumption, Journal of Marketing Management, 4 (7).
  • Filip, K., & Armstrong, G. (2009). Marketing principles. Translation by Bahman Fotozandeh, Tehran, Amokhteh Publishing.
  • Gallopel, M., Gabriel, P., Marine, L., Rieunier, S., &Urien, B. (2011). The use of visual warnings in social marketing: The case of tobacco, Journal of Business Research, 64 (1),7-11.
  • Gilmore, A. B., & Greg, H. (2014). E-Cigarettes: Threator Opportunity?”European Journal of Public Health, 24 (4),532–33.
  • Hammond, D, T., Fong, G., McNeill, A., Borland, R., & Michael, C. K. (2006). Effectiveness of cigarette warning labels in informing smokers about the risks of smoking: findings from the International Tobacco Control (ITC) Four Country Survey, 15 (3), 19-25.
  • Kees J, Burton S, Andrews JC, Kozup J. (2006). Tests of graphic visuals and cigarette package warning combinations: implications for the framework convention on tobacco control. Journal of Public Policy and Marketing, 25 (2), 212–23.
  • Ki Youn, K., & Bong Gyou L. (2015). Marketing insights for mobile advertising and consumer segmentation in the cloud era: A Q–R hybrid methodology and practices. Technological Forecasting & Social Change, 91,78–92.
  • Malouff, M., John, JD., Emmerton, J., Ashley, S., & Schutte, N. (2013). Changes in Smoking Level after Viewing Graphic Cigarette Warnings: Preliminary Findings. The American Journal on Addictions, 22 (4), 388–390
  • Mays, D., Niaura, S., Raymond, E., Douglas, W., Hammond, D., Luta, G., & Ptercyak, K. (2015). Cigarette packaging and health warnings: the impact of plain packaging and message framing on young smokers. tobacco control, 1 (4).
  • O’Hegarty, M., Pederson, l., Nelson, D., Mowery, P., Gable, J., & Wortley, P. (2006). Reactions of Young Adult Smokers to Warning Labels on Cigarette Packages. American journal of preventive Medicine, 30 (6), 467- 473
  • Phua, J. (2018). E-Cigarette Marketing On Social Networking Sites. Journal of Advertising Research, 58 (4).
  • Purmehdi, M., Legoux, R., Carrillat, F., & Sylvain, S. (2017). The Effectiveness of Warning Labels for Consumers: A Meta-Analytic Investigation into Their Underlying Process and Contingencies. Journal of Public Policy & Marketing, 36 (1), 36-53.
  • Ramazankhani, A., Sarbandi, F., Masjedi, MR., & Heydari, G. (2010). Smoking Habits of AdolescentStudent in Tehran. Tanaffos, 9 (2),33-42.
  • Rayner, E., Baxter, Stacey. M., Ilicic, J. (2014). Smoker’s recall of fear appeal imagery: Examining the effect of fear intensity and fear type. Australasian Marketing Journal, 23 (1), 61-66.
  • Rogers, R. W. (1983). Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation. In J. T. Cacioppo & R. E. Petty (Eds.), Social psychophysiology, 153–176, New York: Guilford.
  • Romer, D., & Patrick, J. (2001). Advertising, SmokerImagery, and the Diffusion of Smoking Behavior, in Smoking: Risk, Perception, and Policy, P. Slovic, ed. Thousand Oaks, CA:Sage Publications, 127–55.
  • Rooke, S., John, M., & Jan, C. (2012). Effects of repeated exposure to a graphic smoking warning image. Current Psychology, 31 (3), 282-290.
  • Serrat O. (2010). The future of social marketing. Washington, DC: Asian Development Bank.
  • T Fong, G., Hommond, D., & Hitchman, S. (2009). The impact of pictures on the effectiveness of tobacco warnings. Bull World Health Organ, 87: 640- 643.
  • Thrasher, J., Hammond, D. T., Fong, G., & Arillo-Santillán, E. (2007). M. Smokers' reactions to cigarette package warnings with graphic imagery and with only text: a comparison between Mexico and Canada, 49.
  • Veer, E., Rank, T. (2012). Warning! The following packet contains shocking images: The impact of mortality salience on the effectiveness of graphic cigarette warning labels. Journal of Consumer Behaviour, 11 (3), 225–233.
  • Witte, K., & Allen, M. (2000). A meta-analysis of fear appeals: Implications for effective public health campaigns. Health Education & Behavior, 27, 591–615.
مطالعات رفتار مصرف‌کننده
دوره 6، شماره 1
بهار و تابستان
شهریور 1398
صفحه 213-228

فایل ها

هم رسانی

ارجاع به این مقاله

آمار