FEAR APPEAL IMPACT IN CIGARETTE PACKAGES: SMOKERS’ PERCEPTIONS RELATED TO ANTITOBACCO WARNING MESSAGES

José Roberto Mota, Cláudia Rosa Acevedo, Rejane Alexandrina Domingues Pereira do Prado, Julio Araujo Carneiro da Cunha, Marli Auxiliadora da Silva
DOI: https://doi.org/10.5329/RECADM.2013013

Abstract

In Brazil, antismoking images with health warnings are disclosed in cigarette packages since 2001, being used as the emotional persuasion to smokers. However, fear is an emotional response to a threat and different people may have different perceptions and reactions to this appeal. So, it was investigated in this exploratory study the perceptions of Brazilian smokers in relation to images of warnings related to free smoking existent in the country. These initiatives are based on fear appeal and using warnings at cigarette packages with themes explored in anti-smoking campaigns. The results of in-depth interviews with 35 smokers, men and women from the city of São Paulo, with ages ranging from 20 to 65, indicated that the messages that will affect smokers are those related to cancer and/or involving children. Approximately half of respondents say they prefer to ignore the images that appeal to fear while almost the entire sample confirmed that would think about quitting if they could notice messages that pointed to such benefits. Interviewees perceived the messages are most effective when they intent to produce a set of positive messages and also confirmed that messages endorsed by celebrities who do not smoke would serve as inspiration for the greater encouragement to the decision to smoking stoppage.

Keywords

Tobacco; Anti-smoking messages; Social Marketing; Regulation of tobacco

Compartilhe

References


ALETP. Novas imagens de advertências para maços de cigarro. 2008. Disponível em: . Acesso em: 21 Jul. 2011.

Andreasen, A. R. (1994). Social marketing: its definition and domain. Journal of Public Policy & Marketing, 13(1), 108-114.

Andreasen, A. R. (1995). Marketing social change: changing behavior to promote health, social development and the environment. San Francisco: Jossey-Bass.

Andreasen, A. R. (2002) Marketing Social Marketing in the Social Change Marketplace Journal of Public Policy & Marketing, 21, 3-13.

http://dx.doi.org/10.1509/jppm.21.1.3.17602

Balbach, E. D., & Glantz, S. A. (1998). Tobacco control advocates must demand high-quality media campaigns: the California experience. Tobacco Control, 7, 397-408.

http://dx.doi.org/10.1136/tc.7.4.397

PMid:10093175 PMCid:PMC1751438

Bardin, L. (1997). Análise de conteúdo. Lisboa: Edições 70.

Belch, M. A. A. (1982). Segmentation strategy for the 1980's: profiling the socially-concerned market through lifestyle analysis. Journal of the Academy of Marketing Science, 10(Fall), 345-359.

http://dx.doi.org/10.1007/BF02729340

Biener, L., Ji, M., Gilpin, E. A., & Albers, A. B. (2004). The impact of emotional tone, message, and broadcast parameters in youth anti-smoking advertisements. Journal of Health Communications, 9(3), 259-274.

http://dx.doi.org/10.1080/10810730490447084

PMid:15360037

Biener, L., Wakefield, M., Shiner, C. M., & Siegel, M. (2008). How broadcast volume and emotional content affect youth recall of anti-tobacco advertising. American Journal of Preventive Medicine, 35(1), 14-19.

http://dx.doi.org/10.1016/j.amepre.2008.03.018

PMid:18482819 PMCid:PMC2464355

Brasil. Lei nº 9.294 de 15 de julho de 1996. Dispõe sobre as restrições ao uso e à propaganda de produtos fumígeros, bebidas alcoólicas, medicamentos, terapias e defensivos agrícolas, nos termos do § 4° do art. 220 da Constituição Federal. Disponível em: . Acesso em: 2 set. 2011.

Cavalcante, T. M. (2007). O controle do tabagismo no Brasil: avanços e desafios. Revista de Psiquiatria Clínica, 32(5), 283-300.

http://dx.doi.org/10.1590/S0101-60832005000500006

Cotter, T., Perez, D., Dunlop, S., Hung, W. T., Dessaix, A., & Bishop, J. F. (2010). The case of recycling and adapting anti-tobacco mass media campaign. Tobacco Control, 19(6), 514-517.

http://dx.doi.org/10.1136/tc.2009.035022

PMid:20852321

De Bruin, L. M. (2006). Cigarette smokers' perceptions of fear-appeal advertising. Dissertação (Mestrado em Research Psychology). Department of Psychology. Faculty of Humanities at the University of Pretoria.

Farrelly, M. C., Davis, K. C., Duke, J., & Messeri, P. (2009). Sustaining 'truth': changes in youth tobacco attitudes and smoking intentions after 3 years of a national antismoking campaign. Health Education Research, 24(1), 42-48.

http://dx.doi.org/10.1093/her/cym087

PMid:18203679

Fontes, M. (2008). Marketing social. Novos paradigmas. Rio de Janeiro: Elsevier.

Gallopel-Morvan, K., Gabriel, P., Gall-Ely, M., 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.

http://dx.doi.org/10.1016/j.jbusres.2009.09.012

Hammond, D. (2008). Health warnings on tobacco packages: summary of evidence and legal challenges. Department of Health Studies, University of Waterloo.

Hassan, L. M., Walsh, G., Shiu, E. K., Hastings, G., & Harris, F. (2007). Molding persuasion in social advertising. Journal of Advertising, 36(Summer), 13-28.

Hastings, G., Stead, M., & Webb, J. (2004). Fear appeals in social marketing: strategies and ethical reasons for concern. Psychology & Marketing, 21(11), 961-986.

http://dx.doi.org/10.1002/mar.20043

Hoek, J., & Jones, S. C. (2011). Regulation, public health and social marketing: a behavior change trinity. Journal of Social Marketing, 1(1), 32-44.

http://dx.doi.org/10.1108/20426761111104419

Hoek, J., Wong, C., Gendall, P., Louviere, J., & Cong, K. (2011). Effects of dissuasive packaging on young adult smokers. Tobacco Control, 20(3), 183-188.

http://dx.doi.org/10.1136/tc.2010.037861

PMid:20966135

Iglesias, R., Jha, P., Pinto, M., Silva, V. L. C., & Godinho, J. (2007). Controle do tabagismo no Brasil. Documento de discussão – Saúde, Nutrição e População (HNP). Disponível em: . Acesso em: 21 ago. 2008.

Instituto Brasileiro de Geografia e Estatística (IBGE). (2008). Pesquisa Nacional de Amostra por Domicílio PNAD . Tabagismo. Disponível em: . Acesso em: 21 jul. 2011.

Instituto Nacional de Câncer - INCA. (2003). Programa Nacional de Controle do Tabagismo e outros fatores de risco de câncer. 2.ed. Disponível em: . Acesso em: 02 set. 2011.

Kotler, P., Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of Marketing, 35(July), 3-12.

http://dx.doi.org/10.2307/1249783

La Tour, M. S., & Rotfeld, H. J. (1997). There are threats and (maybe) fear-caused arousal: theory and confusions of appeals to fear and fear arousal itself. Journal of Advertising, 26(3), 45-59.

http://dx.doi.org/10.1080/00913367.1997.10673528

Lefebvre, R. C., & Flora, J. A. (1988). Social marketing and public health intervention. Health Education Quarterly, 15(3), 299-315.

http://dx.doi.org/10.1177/109019818801500305

PMid:3056876

Ling, J. C., Franklin, B. A. K., Lindsteadt, J. F., & Gearon, S. A. N. (1992). Social marketing: its place in public health. Annual Review of Public Health, 13, 341-362.

http://dx.doi.org/10.1146/annurev.pu.13.050192.002013

PMid:1599593

MacKay, J., & Crofton, J. (1996). Tobacco and the developing world. British Medical Bulletin, 52(1), 206-221.

http://dx.doi.org/10.1093/oxfordjournals.bmb.a011527

PMid:8746308

MacKay, J., & Eriksen, M. (2002). The tobacco atlas. Brighton: World Health Organization.

Maheswaran, D., & Meyers-Levy J. (1990). The influence on message framing and issue involvement. Journal of Marketing Research 27, 361-367.

http://dx.doi.org/10.2307/3172593

Malone, R. E., Grundy, Q., & Bero, L. A. (2012). Tobacco industry denormalisation as a tobacco intervention: a review. Tobacco Control, 21(2), 162-170.

http://dx.doi.org/10.1136/tobaccocontrol-2011-050200

PMid:22345240 PMCid:PMC3362192

Manoff, R. K. (1985). Social marketing: new imperative for public health. New York: Praeger Publishing.

Martins, G. A., & Theóphilo, C. R. (2007). Metodologia da investigação científica para ciências sociais aplicadas. São Paulo: Atlas.

Milne, S., Sheeran, P., & Orbell, S. (2000). Prediction and intervention in health-related behavior: a meta-analytic review of protection motivation theory. Journal of Applied Social Psychology, 30(1), 106-143.

http://dx.doi.org/10.1111/j.1559-1816.2000.tb02308.x

O'Connor, L., & Lundstrom, K. (2011). The impact of social marketing strategies on the information seeking behaviors of college students. Reference & User Services Quarterly, 50(4), 351-365.

http://dx.doi.org/10.5860/rusq.50n4.351

Peattie, K., & Peattie, S. (2009). Social marketing: a pathway to consumption reduction? Journal of Business Research, 62(2), 260-268.

http://dx.doi.org/10.1016/j.jbusres.2008.01.033

Pelsmacker, P., Cauberghe, V., & Dens, N. (2011). Fear appeal effectiveness for familiar and unfamiliar issues. Journal of Social Marketing, 1(3), 171-191.

http://dx.doi.org/10.1108/20426761111170696

Petersen, J. (2008). Social marketing and public health. (Doutorado em Marketing). Department of Geography. University College London.

Ramuski, C. L. (2009). Impactos da campanha antitabagista veiculada em carteiras de cigarro junto aos jovens fumantes. Pensamento & Realidade, 24(1), 11-32.

Rea, L. M., & Parker, R. A. (2000). Metodologia de Pesquisa: do planejamento à execução. São Paulo: Pioneira.

Renovato, R. D., Bagnato, M. H. S., Missio, L., Murback, S. E. S. L., Cruz, L. P., & Bassinello, G. A. H. (2009). Significados e sentidos de saúde socializados por artefatos culturais: leituras das imagens de advertência nos maços de cigarros. Ciência & Saúde Coletiva, 14(1), 1599-1608.

http://dx.doi.org/10.1590/S1413-81232009000800033

Rodgers, R. W. (1983). Cognitive and physiological processes in fear-appeals and attitude change: A revised theory of protection motivation. In J. Cacioppo & R. Petty (orgs.). Social psychophysiology. Guilford: New York.

Ruas, E. C. M., & Estellita-Lins, C. (2011). Imagens de advertências impressas nos maços de cigarros brasileiros: a busca da anti-propaganda. Intercom - Sociedade Brasileira de Estudos Interdisciplinares da Comunicação. Anais... XXXIV Congresso Brasileiro de Ciências da Comunicação. Recife, 34.

Sabbane, L. I., Lowrey, T. M., & Chebat, J. C. (2009). The effectiveness of cigarette warning label threats on non-smoking adolescents. Journal of Consumer Affairs, 43(2), 332-345.

http://dx.doi.org/10.1111/j.1745-6606.2009.01142.x

Salla, F. (2011). Quem define as classes sociais no Brasil? Disponivel em: . Acesso em 12 jul. 2012.

Santos, J. D. P. (2011). Avaliação da efetividade do programa de tratamento do tabagismo no Sistema Único de Saúde. 2011. 87 f. Dissertação (Mestrado em Epidemiologia). Faculdade de Medicina. Universidade Federal do Rio Grande do Sul. Rio Grande do Sul.

Shapiro, S. J., Perreault, W. D., & McCarthy, E. J. (1999). Basic marketing: a global managerial approach. Toronto: McGraw Hill.

Shehryar, O., & Hunt, M. A. A terror management perspective on the persuasiveness of fear appeals. (2005). Journal of Consumer Psychology, 15(4), 275-287.

http://dx.doi.org/10.1207/s15327663jcp1504_2

Sorensen, J. A., Jenkins, P. L., Emmelin, M., Stenlund, H., Weinehall, L., Earle-Richardosn, G. B., & May, J. J. (2011). The social marketing of safety behviors: a quasi-randomized controlled trial od tractor retrofitting incentives. American Journal of Public Health, 101(4), 678-684.

http://dx.doi.org/10.2105/AJPH.2010.200162

PMid:21330581 PMCid:PMC3052327

Souza, E. L., & Dias, E. M. (2011). Benefícios ambientais e em saúde da lei paulista antifumo – Lei Estadual 13.541/09. Revista Internacional de Direito e Cidadania, 10, 55-61.

Spink, M. J. (1998). Desvendando as teorias implícitas: uma metodologia de análise das Representações Sociais. In P. Guareschi & S. Jovchelovitch (orgs.). Textos em representações sociais. (4ª ed.). Petrópolis: Vozes.

Spink, M. J. P., Lisboa, M. S., & Ribeiro, F. R. G. (2009). A construção do tabagismo como problema de Saúde Pública: uma confluência entre interesses políticos e processo de legitimação científica. Interface, 13(29), 353-365.

http://dx.doi.org/10.1590/S1414-32832009000200009

Strahan, E. J., White, K., Fong, G. T., Fabrigar, L. R., Zanna, M. P., & Cameron, R. (2002). Enhancing the effectiveness of tobacco package warning labels: a social psychological perspective. Waterloo: Department of Psychology. University of Waterloo.

PMCid:PMC1759023

Tangari, A. H., Burton, S., Andrews, J. C., & Netmeyer, R. G. (2007). How do antitobacco campaign advertising and smoking status affect beliefs and intentions? Some similarities and differences between adults and adolescents. Journal of Public Policy & Marketing, 26(1), 60-74.

http://dx.doi.org/10.1509/jppm.26.1.60

Taylor, S. J., & Bogdan. R. (1998). Introduction to qualitative research methods. New York: John Wiley & Sons.

Terry-McElrath, Y. M., Emery, S., Wakefield, M. A., O'Malley, P. M., Szczypka, G., & Johnston, L. D. (2011). Effects of tobacco-related media campaigns on smoking along 20-30-year-old adults: longitudinal data from USA. Tobacco Control, 22(1), 38-45.

http://dx.doi.org/10.1136/tobaccocontrol-2011-050208

PMid:21972061

Toledo, L. A., & Caigawa, S. M. (2003). Marketing Social e Comportamento do Consumidor. Disponível em: . Acesso em: 12 fev. 2012.

Wakefield, M. A. (2011). Welcome to cardboard country: how plain packaging change the subjective experience of smoking. Tobacco Control, 20(5), 321-322.

http://dx.doi.org/10.1136/tc.2011.044446

PMid:21846931

Wakefield, M. A., Durkin, S.; Spitall, M. J., Siahpush, M., Scollo, M., Simpson, J. A., Chapman, S., White, V., & Hill, D. (2008). Impact of tobacco control policies and mass media campaigns on monthly adult smoking prevalence. American Journal of Public Health, 98(8), 1443-1450.

http://dx.doi.org/10.2105/AJPH.2007.128991

PMid:18556601 PMCid:PMC2446442

Walsh, D. C., Rudd, R. E., Moeykens, B. A., & Moloney, T. W. (1993). Social marketing for public health. Health Affairs, 12(2), 104-119.

http://dx.doi.org/10.1377/hlthaff.12.2.104

PMid:8375806

Wiebe, G. D. (1952). Merchandising commodities and citizenship on television. Public Opinion Quarterly, 15(Winter), 679-691.

Winett, R. A. (1995). A framework for health promotion and disease prevention programs. American Psychologist, 50(5), 341-350.

http://dx.doi.org/10.1037/0003-066X.50.5.341

PMid:7762887

World Bank. (1999). Curbing the epidemic. Governments and the economics of tobacco control.

World Health Organization. (2011). Tobacco. Fact sheet nº 339. Disponível em: . Acesso em: 29 fev. 2012.




Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.