The effect of pictorial health warning labels on intention to not smoke among the upper secondary school students, Sakon Nakhon province
Keywords:Pictorial health warning labels on cigarette packaging, Plain cigarette packaging, Branded cigarette packaging, Intention to not smoke
This evaluation research aimed to study the effect of pictorial health warning labels on having no intention to smoke. The samples were consisted of 270 upper secondary school students (M 4 – M 6), academic year of 2008 in Sakon Nakhon Province. The two-stage cluster sampling was used to select the two groups of the sampled students, the group who have exposed to the 85% pictorial health warning labels placing on branded cigarette packaging and the group who exposed to the similar pictorial health warning labels placing on plain cigarette packaging, 135 sampled students in each group. Data collection was done by using self-administered questionnaire. Data analysis was done by computing descriptive statistics and inferential statistics. The results showed that 15.6% of samples had tried smoking, and 5.6% had smoked in the past 30 days. Pictures placing on the plain cigarette packaging had significantly higher emotional response than those viewed the 85% pictorial health warning labels placing on the branded cigarette packaging (p < 0.05). The non-smokers and former smokers who viewed the 85% pictorial health warning labels placing on the plain cigarette packaging had no difference of intention to not smoking compare to those who viewed the 85% pictorial health warning labels placing on the branded cigarette packaging (p > 0.05). Therefore, 85% pictorial health warning labels placing on the plain cigarette packaging is an effective measure to evoke negative emotional response in regard to fear, disgust, and anxiety, including increasing the visibility on the hazards of cigarette smoking clearly.
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