Objective

To evaluate variables of tobacco health warnings associated with their emotional impact, the perception of smoking risks and the perceived effectiveness to avoid tobacco use.

Materials and methods

Teenagers (151) and adults (168) evaluated 27 tobacco health warnings selected from the sets used on tobacco packages in Argentina and in other countries. A standardized affective rating-scale system and a structured questionnaire measured respectively the emotional impact (hedonic valence and emotional arousal), and the cognitive-behavioral attributions. The correlation between emotional and cognitive-behavioral evaluations was analyzed by age, sex, education level, smoker status, stage of quitting and susceptibility of non-smokers teenagers.

Results

Strong significant correlations between cognitive-behavioral and emotional assessments were observed. The warnings depicting graphic images of tobacco-related injuries and suffering were considered more valuable for tobacco control, helping quitting and preventing initiation.

Conclusions

Using graphic images with high emotional arousal is recommended for both adults and teenagers.