Thanks, But No Thanks: A Social Contract Perspective on the Effects of High-Intensity Warning Disclosures

摘要

The Family Smoking Prevention and Tobacco Control Act (FSPTCA 2009) requires graphic (pictorial) warning labels to cover 20% of cigarette advertisements. Few studies, however, have experimentally examined the effects of graphic pictorial warnings (GPWs) embedded within cigarette advertisements, and work conducted in this area has often focused on the relationship between GPWs and smoking cessation. Yet, GPWs offer a unique opportunity to examine the effects of countervailing two-sided messages (i.e., the favorable product message from the company and the unfavorable GHW associated with product use).