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Adults' visual attention to little cigar and cigarillo package warning labels and effect on recall and risk perceptions
Nonnemaker, J. M., Pepper, J. K., Sterling, K., Kemp, C. B., Taylor, N., Bradfield, B. R., & Kim, A. (2018). Adults' visual attention to little cigar and cigarillo package warning labels and effect on recall and risk perceptions. Tobacco Regulatory Science, 4(6), 47-56. https://doi.org/10.18001/TRS.4.6.5
Objectives: We used eye-tracking to examine how little cigar and cigarillo (LCC) pack features influence adults’ (aged 18–34) visual attention to warning labels.
Methods: Adults who were ever users of LCCs (N = 181) viewed a series of LCC pack images in a mixed design that varied the background color of a text-based warning label (yellow vs. white) and the inclusion of a price promotion (present vs. absent) as between factors. Eye-tracking technology measured the number of fixations, dwell time, and entry time on the warning label. Recall of the warning as well as risk perceptions were also assessed.
Results: Participants who saw LCC packs with price promotions looked at warning labels less often (B = −1.10, 95% CI −1.89, −0.32) and for shorter periods of time (B = −245.41, 95% CI −474.87, −15.96). The yellow background of the warning was associated with greater recall of the warning statement and with lower perceptions of the risk of heart disease and stroke.
Conclusions: Our study provides some evidence that price promotions distract from warnings about LCC’s health effects and that the background color of the warning statement might make a difference in recall and response to the warning.
